Nikon: Kidfluencers

Photography is not accessible for marginalised youth in South Africa.
It’s not even considered as a career because most students in underprivileged high schools are not aware it exists. We needed a disruptive influencer strategy that would engage young people in high schools, and still appeal to our core photography community.

Introducing Kidlfluencers: we partnered with Blackboard Community and identified young aspiring
photographers in township high schools. We selected kids who already had a strong following on Instagram. They received top-tier Nikon cameras and were invited to workshops to hone their skills.Then we disseminated their content, turned it into Nikon print ads. Profiled them in editorials and secured interviews on TV. Ultimately, we achieved our objective and continue to drive awareness and break barriers for marginalise talent.