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How we gathered more than 125 reviews in four weeks for the Nikon Coolpix camera

April 12, 2017 08:01 PM | Written by: Karlijn Fiesler

Nikon wanted to support the market introduction of its three new Nikon Coolpix models by collecting a sufficient amount of online reviews on strategically important websites. So we gave it to 'em.

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The challenge:

COLLECTING 90 REVIEWS WITHIN FOUR WEEKS

It was a tight deadline. But Nikon wanted to support the market introduction of the new cameras by collecting 90 reviews on strategically important websites. And so it had to be done.

We reached out to consumers seeking an alternative camera to their smartphone, creative hobbyists who prefer lots of zoom power and compactness, and hobby photographers who found their DSLR camera too bulky to carry around.

 

The results

4 DAYS, 250 SIGN UPS, 45 REVIEWERS

In less than 5 days more than 250 people signed up to test a Nikon Coolpix camera. Two days later a selection of 45 reviewers received their package. In the next weeks, the reviewers would test and try their camera and share their honest opinions on Kieskeurig, bol.com and Coolblue.

EXCEEDING THE TARGET BY 35 REVIEWS

Within three weeks after receiving the product, our enthusiastic reviewers wrote more than 125 online reviews, a considerable exceedance of the target. The online recommendations contained both technical analyses and lifestyle stories and counted an average of 147 words. Since the online reviews of Nikon's previous models had an average word count of 70, we exceeded this figure by 160%.

 
Rene Dijk | Senior Manager Marketing and Communications at Nikon:

"We are impressed by the amount of reviews, their quality and the speed with which Stars and Stories managed to achieve all this.”

 

WATCH A UNIQUE REVIEWER IN THIS VIDEO

Peter builds organs for churches. Watch the video to see how he tested Nikon Coolpix in his own, unique way.

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