We all love a good comeback story, and the all-new Nissan Kicks launch was exactly that. But before we get to the triumph, let’s talk about the challenges.
Even though Kicks had been holding its own in retail performance, awareness was slipping. In a crowded subcompact SUV market where brands like Kia, Hyundai, Toyota and others were turning up the heat, our presence was getting lost. On top of that, we faced a major shift in our lineup: the Rogue Sport with AWD was being discontinued. This meant the new Kicks had to do more than just stand out. It had to step up as the go-to option for urban adventurers who needed AWD capability. And to truly grow, we had to break beyond our core audience and loyalists, attracting new buyers who may have never considered a Nissan before.
So, we set ambitious goals. First, we aimed to double our sales (yes, you read that right). Second, we wanted Kicks to show up in cultural moments that mattered to our audience. And finally, we planned to position the all-new Kicks as Nissan’s most fun and innovative crossover built for new styles, bold challenges, and reinvention.
For this campaign, we targeted bold, dynamic Gen Z and young millennials in small to mid-sized metro areas. They’re go-getters—the ones who walk in and own the room. Confident and unapologetic, they set the trends and bring people together. What truly sets them apart is their cultural richness—a vibrant mix of multicultural backgrounds and perspectives that shape how they move in the world.
To connect with our audience, we made music the core of our strategy. And unlike other OEMs that stick to mainstream trends, Nissan dove deeper into subcultures where real influence happens, identifying an opportunity to ignite a pop culture moment.
That’s when we uncovered a growing trend in hip-hop that is making waves: diss track culture. Artists were using music to throw shade, spark conversations, and stake their claim. And we saw the perfect opportunity to do the same for Nissan Kicks.
Enter Kenny Mason, an emerging rap star. We teamed up with him to create a mini music video that not only showcased the all-new Kicks, but did it with all the confidence and swagger of a true comeback. And of course, we threw just the right amount of shade (specifically at Hyundai) in the song to show we are serious about conquering the competition.
And while Kenny’s lyrics talked a big game, we had the features to back it up: Bose Personal Plus Speakers, AWD, Dual Screens (12.3 inches) and a Panoramic Sunroof, all designed for city life and the people who move to their own rhythm.
We launched a 1:00 video across all the leading social channels (TikTok, Facebook, Instagram, and YouTube), making sure it hit our audience where they naturally engage, scroll, and share.
The impact of our campaign proved that tapping into music wasn’t just a creative play. It was a strategic move that paid off. By embedding the Nissan Kicks into an authentic cultural moment, we didn’t just grab attention. We sparked conversation, engagement, and real brand impact. Our collaboration with Kenny Mason turned into a viral diss track that resonated with our audience, blending the energy of hip-hop with the innovation and vibrancy of the Kicks.
