Nissan Kicks: Buzzing with NIKI

In an increasingly crowded compact SUV category, Nissan faced a critical challenge with the launch of the new Kicks: how to meaningfully differentiate a practical, value-driven vehicle in a segment dominated by tech and design-driven competitors. As consumer expectations shifted toward fuel-efficient, connected, and expressive vehicles, Nissan sought a strategy that would not only showcase product features but also spark genuine cultural relevance among younger, multicultural audiences.



Asian Americans were identified as a key growth segment. Representing one of the fastest-growing consumer groups in the U.S., they demonstrate high digital engagement, strong cultural pride, and influence that extends well beyond their community. However, this audience has long been underserved by mainstream automotive marketing, which often overlooks cultural nuance, language, and lifestyle connection.



To bridge this gap, Nissan’s objective was clear: increase awareness and consideration for the Nissan Kicks by creating a campaign that lives within the audience’s passion points rather than around them. The team sought to embed the Kicks into a story that felt authentic, modern, and emotionally resonant.



The solution came through collaboration with 88rising, a global Asian-focused music and media collective known for shaping modern Asian pop culture. By partnering with an entity that inherently understood the audience’s cultural identity and creative expression, Nissan could communicate its message through an authentic lens that transcended traditional advertising.



The campaign would merge product storytelling with cultural storytelling, illustrating how the Nissan Kicks embodies individuality, creativity, and motion. This approach allowed Nissan to stand apart from competitors who rely on generic lifestyle portrayals. Instead, the brand would celebrate self-expression and belonging within a larger cultural movement.



Ultimately, this foundation shaped the creative partnership that became “Buzz to Buzz”, a content-led activation with NIKI that successfully aligned the Kicks with the next generation of Asian American creators, drivers, and dreamers.