Consumer electronics is a category that rarely favours the old. In the new age of smartphone photography, Nikon, a global leader of digital camera, found itself quickly losing relevance in China, the world’s 2nd largest market. Meanwhile, Canon, the brand’s global nemesis and market leader in China, dominated Nikon in every aspect including retail scale, media spending, brand awareness and market share. Together, it caused a life-threatening challenge for Nikon whose own existence was largely dependent on imaging products. In order to inspire people to take up the ‘serious photography’ again in the 2014 Chinese New Year holidays, Nikon utilized the cultural truth that people feeling less and less engaged in family reunion, the brand re-launched ‘family portrait’, the single most important photo that Chinese used to make with great efforts every year, as the vehicle to make ‘serious photography’ matter again to the mainstream. The campaign was launched to directly engage people through social and digital programs, avoiding the trap to compete Canon’s media spending driven advertising approach. The record level brand engagement enabled Nikon to make serious progress against market leader Canon in both sales growth and cost effectiveness, which ultimately helped to increase its market share.