I found some great material supports our example of how Nikon gained Retail Leverage with “Something So Big It Can’t Be Ignored” (the Ashton Kutcher campaign).
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Something So Big You Can't Ignore It = Retail Leverage (aka Nikon Punk'd The Competition & Gained Retail Leverage)
NIKON GAINED RETAIL LEVERAGE
Nikon is a great and current example of a brand that has gained significant Retail Leverage in the last year thanks to their media campaigns featuring the ever popular Ashton Kutcher. I have nightmares of that guy dancing through my head.
Nikon gained retail leverage with something so big, it couldn’t be ignored. Couldn’t be ignored by consumers. Most definitely couldn’t be ignored by retailers. And unfortunately for the marketing and sales folks at Sony, Canon, Kodak, Fuji, Olympus and Samsung – it probably wasn’t ignored by the boss.
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