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Legendary Amplification. Modern HiFi.

NAD is an historic high-fidelity audio company built on the principle that excellent sound quality is possible at excellent value. The brand has a strong cult following due to the success of its 3020 Integrated Amplifier, first released in 1978 and which holds the record for best-selling integrated amplifier in history because it was affordable but sounded as good (and sometimes better) than hi-fi systems many times the price. Those same values that made the brand so successful in the 1970s and 1980s remains true even today, making NAD ownership a rite of passage for music lovers seeking detailed and nuanced sound for the music they enjoy.

In many ways, the NAD story is one of a relentless belief that music can evoke profound emotions and bring great enjoyment and enrichment to our lives, and that those are fundamental human experiences that should be accessible to everyone through affordable audio technologies. Therefore, it was important for NAD to tell its brand story through the eyes of the people that best understood that a great stereo system opened the door to an emotional connection to music, and that did not require huge sums of money like other companies may have you believe. In this vein, NAD’s marketing team decided that the #MyFirstNAD video series, produced through Shutterstock Custom, was the ideal vehicle to document customer stories of discovering music, discovering the brand, and connecting the two to create meaningful connections to the music they love.

Who is the NAD target audience?

The types of people who purchase NAD products varies depending on the interests of the customer. The resurgent popularity of vinyl certainly appeals to a much younger audience, says NAD Community Relations Lead Scott Wicks.

We’re seeing a lot younger customers coming back to stereo. They’re coming to buy amplifiers and bookshelf speakers so that’s a really interesting revolution to see come back.
— Scott Wicks, Community Relations Lead, NAD Electronics

Despite the surge in younger buyers, NAD is hesitant to put a strict age label on their target audience. NAD’s mission is to provide access to a better music experience, for all people, of all ages. That means connecting with people who are, first and foremost, passionate about music.

It’s not always necessarily about engineers, tweakers, gearheads, and people who you think, traditionally, would be into really high performance electronics. We’re actually talking to what we would often describe as new age audiophiles. Those who attend music festivals, hang out at shows and concert halls, and have music as part of their DNA.
— Scott Wicks, Community Relations Lead, NAD Electronics

What are the challenges in creating quality video content?

Music is a very subjective art form. Every single person has his or her own preferred taste in music, punctuated by very specific sounds that resonate throughout the mind and the body.

In addition to selective musical tastes, the NAD creative team was very conscious of the demand for high quality content from music lovers. Video content, in particular, is becoming more and more popular on social media and other channels. Engaging with people on those platforms requires a steady pace of high quality video content to capture people’s attention and intrigue the musicians within.

Producing a steady stream of video content that maintains the high standards of both the brand and the audience requires a lot of resources. The NAD brand is distributed in over 84 countries, which means there’s a need to document the experiences of a wide range of customers. NAD would either need to invest in sending video production teams around the world, or use a service that had production teams located in numerous geographic markets. Scott says the bandwidth to produce the amount of content required to meet those expectations was NAD’s principle issue when they began planning for video content development.

For us to be able to produce video content - not at a rapid pace, but at a steady pace - that can keep our audience engaged, and keep our feeds looking fresh was really important to us.
— Scott Wicks, Community Relations Lead, NAD Electronics

How did you first connect with Shutterstock Custom?

The solution to their challenge came about courtesy of a marketing conference. Scott said he was referred to Shutterstock by a woman who had also attended the conference.

When he first learned about Shutterstock Custom, Scott admitted that he was a little confused by the idea of custom content produced by a stock photography and videography company. After establishing a formal introduction with Shutterstock, the NAD team learned about the custom content creation solution of Shutterstock Custom. Scott said it became crystal clear that the creative capabilities of Shutterstock Custom were a perfect fit for NAD.

We knew it would work really well for our product line and we knew it would work really well for our target audience in terms of the content we’ve delivered to them.
— Scott Wicks, Community Relations Lead, NAD Electronics

Describe the localized video creative process

NAD launched the #MyFirstNAD campaign to re-engage with their customers through creative and inspirational content. Scott said the goal of the campaign was to tap into the stories told by our customers about their first experience with NAD products.

We always heard these really cool stories about people and the products they owned. A lot of it was about mentorship, such as a father passing an amplifier down to his son. We knew there was a lot of great content already within these stories.
— Scott Wicks, Community Relations Lead, NAD Electronics

To kickstart the campaign, NAD wanted a high-quality, lifestyle oriented video of a loyal customer telling his story. They wanted to shoot the video in London, which has a special place in NAD’s heart and a very rich music scene - think the British invasion. London was also home to the first NAD headquarters when the company was formed in 1972. They’ve since relocated to Pickering, a town in close proximity to Toronto, Canada.

The logistics of shooting a video in London were, to say the least, challenging for a creative team concerned with bandwidth. London is also a very expensive city. Travel, production, and accommodation costs would have bloated the budget for the creative project. But rather than be deterred, Scott recognized that Shutterstock Custom’s creative network could produce the content for the NAD team.

Shutterstock Custom took on the production of the video. Utilizing talented videographers who lived within the boroughs of London, the video was developed into a full production piece that told the story of Stefan and his first NAD amplifier, with a nod to his unabashed love for London.

Scott said NAD’s goal with the video was to bring stories like Stefan’s to life through film, and that Shutterstock Custom was the perfect partner to help develop the content.

Essentially that’s what Shutterstock allowed us to do. We were able to take these stories, bring them into film, and create a really engaging narrative to share with our audience.
— Scott Wicks, Community Relations Lead, NAD Electronics

What was the audience response to the video?

The NAD creative team assumed they had intriguing stories from their customers that would capture the attention of more viewers. Their assumption was a safe one to make.

According to Scott, the video was the driving force behind a 425% spike in new traffic to the NAD website. The team also tracked a 15.79% increase in click throughs to the website from social media. It’s safe to say that the video has been thoroughly welcomed and appreciated by the target audience.

Scott said the London-based video was a successful pilot that can be replicated to create content in any market around the world.

The opportunities that Shutterstock brought to us was, with a global network of contributors, they were able to produce content in any country where we were sold. That was really, really important for us. It allowed us to show that we are a global brand, and took a lot of the responsibility off our team so we could go back to the day-to-day and work on more campaigns that really move the needle for us.
— Scott Wicks, Community Relations Lead, NAD Electronics

Are you interested in creating high quality video content? Book a demo with Shutterstock Custom and learn how we can help you produce full production video content for your own marketing campaigns.