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Nikon
Strategy
The Nikon Cool Pix Micro-Sites were created with a three-pronged rollout strategy.
The Sites were built to engage and inform. With an interactive micro-site, users can actually use a camera, pushing buttons and learning how to use the camera's distinct features, thus allowing a level of comfort while making the critical buying decision.
Strategy #1:
Corporate Content - The content was used as corporate content for users to find these instructional/educational micro-sites on the Nikon web site and expand the typical information found on Nikon products.
Corporate Content - The content was used as corporate content for users to find these instructional/educational micro-sites on the Nikon web site and expand the typical information found on Nikon products.
Strategy #2 Syndication:
The BigBuzz online media department created a program with third-party content syndication so that these interactive product tours would show up in searches on Best Buy, Amazon, and Costco.com, again leveraging the power of educational interactive content to make the Nikon product stand out among its competitors.
The sites were constructed into an educational suite and sent to retailers where in-store salespeople were required to review the presentation. This served to educate the salespeople who interact with customers in the aisles of the brick-and-mortar stores. With more in-depth information on Nikon cameras in particular, the sales associates gravitated towards showing the Nikon cameras to potential customers, creating a serious upward movement in the sales metrics in store.