Nissan North America: Winter adventures in the 2013 Nissan Pathfinder

This case study describes the launch of a new car model in the 'Pathfinder' Nissan range, using a 'blogger' influencer strategy in the US to target families.

Nissan North America: Winter adventures in the 2013 Nissan Pathfinder

Madelyn Dow

Campaign details

Brand owner: NissanAgency: Zócalo GroupBrand: Nissan North AmericaCountry: The United States

Executive summary

As one of Nissan's foundational vehicles in popularity, sales and segment leadership, the Pathfinder has set the bar high for more than a quarter of a century. But as the previous-generation Pathfinder entered its seventh year in the market in 2012, sales were beginning to dwindle. Nissan wanted to evolve to meet the changing needs of its owners, while remaining true to the Pathfinder's origins as...

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