As a world leader in digital photography, Nikon wanted to connect with Canadians in a meaningful way. To do this they worked with The Weather Network to create a program that would generate brand awareness, inspire audiences and drive consideration for their products as well as communicate the durability, reliability and precision of Nikon technology.


In 2019, and for the third year in a row, Nikon partnered with The Weather Network as the exclusive sponsor of Storm Hunters — an exciting, cross-platform, documentary-style program that takes audiences across the world to witness the power and beauty of mother nature. Storm Hunters Mark Robinson and Jaclyn Whittal were armed with the latest Nikon technology, which were put to the test in extreme conditions. This allowed Nikon to showcase their technology, durability and quality while inspiring audiences to capture their own adventures. Video content ran on broadcast and was hosted within a custom landing page across digital platforms. For 2019, a first to market digital editorial integration was added and featured “mini-doc” versions of content with Nikon pre-roll. These were promoted within leading editorial placements.


The Spring campaign over delivered by 65% on broadcast while digital saw a 0.97% click through on the custom landing page. Mini-docs received an above average engagement score of 80+ and 0.87% CTR on pre-roll. The Nikon integration was presented on screen an average of 10x per episode.

Problem solved.

“The Weather Network team took a transactional media purchase and amplified it into a robust interactive relationship. They treated our brand as though it was an extension of theirs. On many occasions, we were surprised to find unsolicited mentions on social on both theirs and other meteorologists accounts. We are thrilled with how they creatively brought our brand into the homes of Canadians while softly communicating the durability and reliability of our products.”

Amanda Mohammed, Sr. Manager, Marketing, Communications & NPS, Nikon Canada Inc.

Source: Wide Orbit/Numeris Data, April 15 – June 2 2019, Google Ad Manager, April 15 – May 31 2019, Brightcove Analytics, April 26 – May 17 2019