Born Social to lead Nikon’s US social strategy

In a strategic move to captivate a younger, social-native audience and demystify its technology, Nikon Inc. has named global social-first creative agency Born Social as its full-service social media agency of record in the United States.

The partnership is centered on an ambitious social strategy and always-on creative program designed to strengthen Nikon’s role across photography and cinema. Born Social’s remit will encompass full-spectrum social services: strategy, education-led creative, content production, reactive newsroom activity, and paid social boosting.

A core mission of the collaboration is to guide consumers of all skill levels—from curious smartphone users to emerging creators—toward selecting the perfect tool for their creative moments. The initiative aims to energize Nikon’s existing community while attracting new audiences.

Demystifying Technology Through Social-First Education

Born Social will develop immersive, entertaining, and educational content tailored to Nikon’s vibrant artist community. This content will break down the benefits of Nikon’s latest mirrorless technologies and the advanced Z Cinema line, while offering creative tips and techniques. The goal is to build consumer confidence through simple creative briefs and hands-on, creator-led demonstrations.

Gina Smeraldi, Senior Manager, Nikon: “We’re thrilled to be partnering with Born Social at such a pivotal moment for Nikon. They demonstrated a rare ability to simplify complex product stories and turn them into engaging, social-first narratives that genuinely inspire. Their strategic approach to reaching new audiences, blending education, creativity and cultural insight, was exactly what we were looking for.”

A Seamless, Native Production Model

To ensure authentic storytelling, Nikon is fully equipping Born Social’s production team with Nikon gear, including cameras and lenses, and investing in ongoing product training. All of Born Social’s work for the brand will be shot natively on Nikon equipment, fostering a seamless and collaborative operational model.

The partnership is strategically timed following Nikon’s acquisition of the iconic cinema brand RED and the launch of its Z Cinema line. Born Social will help Nikon leverage this momentum to make waves across social platforms and shape its evolving narrative in the creative industry.

Paddy Smith, Chief Creative Officer, Born Social: “Nikon is one of the world’s most iconic creative brands—a dream fit for a social-first creative agency. With the acquisition of RED placing Nikon at a pivotal moment in the industry, we’re excited to help shape that cultural narrative through social.”

Launch and US Growth Momentum

The first phase of strategic work is already underway, with initial campaigns expected to go live from April 2026. The activity will span social content, education-led storytelling, and reactive newsroom engagement.

This win accelerates Born Social and its parent company Croud’s growth trajectory in the US market, following their appointment by Chapstick last year. As part of its US expansion, Born Social has relocated key leaders—including Chief Creative Officer Paddy Smith and VP of Clients and New Business Sarah Rainford—to join VP of Social & Influencer Steph Ross in the New York office.

www.nikon.com

www.bornsocial.com

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