Nikon shares the pro-am segment and of course the professional segment of the market, which lends itself to the higher income male 45+ demo. The fastest growing market, especially in digital photography is the active mobile woman and the younger out of college segment.
Ashton Kutcher is going to help promote the manufacturer's new COOLPIX Style series cameras. The campaign will debut nationally on March 25th with a television commercial, which precedes the print advertisements and an interactive online component. The interactive component is really trying to tap into the rich influencer position that Ashton has and his ability to create a scalable conversation with his fans and followers.
Though Kutcher is being paid as a celebrity spokesperson, there are plenty of signs in these vertical categories of brands building influencer relationships with small and mid-sized blogs and websites. You don't need to be a Hollywood celebrity to make an impact, and the brand marketers of today realize that they can tap into their rich fan bases and category influencer's to promote and build their brand message. Though Kutcher can reach millions, there are plenty of others that though effective conversational marketing strategies by brands that can move the needle and drive true ROI.
