Nissan Kicks: Buzzing with NIKI

In 2024, Nissan sought to reimagine how automotive storytelling could connect with culture for the compact SUV Kicks. In a crowded market saturated with promises of style, efficiency, and technology, the challenge was to differentiate Kicks while appealing to younger, urban audiences. Asian American Gen Z and young millennials, in particular, are digitally fluent, culturally expressive, and resistant to traditional advertising. Nissan’s objective was to elevate Kicks from a rational choice to an emotional one by aligning the vehicle with creativity, self-expression, and cultural relevance. The campaign positioned the Kicks as the most fun, innovative crossover for bold, dynamic lifestyles. To authentically connect with the target audience, Nissan partnered with 88rising, a global Asian music and media collective, embedding the brand within a cultural passion point: music. Central to the campaign was NIKI, a Gen-Z artist whose artistry embodies creativity, reinvention, and individuality. The partnership emphasized shared values rather than celebrity endorsement, creating cultural credibility and resonance. The centerpiece, “Buzzing,” was a 12-minute short docu-film following NIKI on a road trip promoting her new album, Buzz. The film naturally integrated the Kicks into her journey of artistic evolution, showcasing the vehicle’s design, technology, and lifestyle appeal in real-world, aspirational moments. Complementing the docu-film were 60-second brand integrations, custom video edits, and a coordinated social push across NIKI and 88rising channels, amplifying reach and engagement. The campaign leveraged a content ecosystem approach, combining long-form video, social edits, influencer amplification, and owned digital placements, with performance monitored in real time to optimize completion rates, interactions, and earned conversation. Results demonstrated strong engagement and positive sentiment. Videos featuring NIKI achieved high viewership, shares, and comments, driving measurable lifts in brand awareness and consideration among the target segment. Beyond metrics, the collaboration strengthened emotional association with creativity and individuality—attributes rarely linked to automotive brands in this category. By blending authentic storytelling, music culture, and influencer collaboration, Nissan Kicks transcended traditional advertising, embedding itself into a cultural moment and positioning the vehicle as a top choice for young, trend-conscious consumers.