How Nikon used online reviews to take on the competition with the smartphone industry
A case study on the Nikon Coolpix compact camera
Imagine being an established brand in the photography industry, making cameras for more than one hundred years. What would you do if people started using their smartphone to take everyday pictures?
Nikon took on the competition with the smartphone and designed Coolpix, a compact camera range that makes it easy for consumers to take stunning pictures and share them with others. Just like the smartphone, it fits right into your pocket, which makes it easy to take with you on the go. Now, all Nikon wanted was 90 authentic user stories from average consumers to spread the word….
