Product: Mobile Phone
Country: United States
Date Of Campaign: 1/01/2022
Background: In the crowded and Apple-dominated mobile phone category, product IS cultural currency. And, with no new features for Motorola razr in 2021, we seemingly lacked a way to break through. The #HangUpOnIt campaign “flipped” smartphone marketing on its head by empowering people to act on a problem that our category has, frankly, become a portal to – the spread of online hate. We turned to influencers who stood for change and were impacted by hate to carry our message – from TikTok’s to dozens of GIFs created from their stories, and effectively shut down hate while elevating the Motorola brand. Hate is one of the most hang-up-worthy aspects of society –whether it’s trolls writing negative comments in your feed, being criticized for dressing differently, being a party pooper– the list goes on. And culturally, we were in time of increased hate: pandemic, Asian hate, celebrity trolling, mental health awareness. After a tumultuous year, people were ready to break the mold. Which led us to see that the very flip that makes the razr iconic can give it new, more relevant place in culture today. People want to “hang up” on hate, and razr can empower them to do so. For our Change-maker audience – who are eager to embrace and drive change, who value tolerance and can relate to being attacked on social media – razr could become a symbol of dance.
Idea: In Phase 1 of our campaign, we spread the #HangUpOnIt message across key social and messaging channels, right where the hate is happening. We identified the types of hate, judgment and shaming commonly occurring on social – from cyberbullying, racism, misogyny, body shaming, homophobia to fashion shaming, mansplaining, peer pressure and more. We activated micro influencers to tell the world what they’re hanging up on across TikTok and Instagram. We specifically selected influencers who are cultural game-changers, flipping the narrative on the norm and highlighting individuality, acceptance, and positive self-expression. Having experienced hate in one form or another, these influencers used their platform to encourage their followers to join in the #HangUpOnIt movement to stop the spread of hate by living their lives the way they want. Influencer TikTok content even caught fire with an original song! We created dozens of different GIFs from influencer content and pushed them out via GIPHY, so that they could be leveraged while messaging on any platform, giving everyone the freedom to use them wherever they were experiencing hate moments and extending the reach as much as possible. We then launched Phase 2, which activated on a cultural moment to amplify our #HangUpOnIt message: Met Gala is fashion’s biggest event of the year – as well as a time for a lot of shaming and judgement on social media. Enter #HangUpOnIt. We teamed up with Vogue and Met Gala influencers such as Phoebe Dynevor and Joshua Jackson & Jodie Turner-Smith to share what they are “hanging up” on. These influencers spread the message through social posts, videos and articles before and during the event. Razr and our campaign message were features in Meta Gala “getting ready” videos and across Vogue’s MetGala media. In addition to social first activations, our campaign was supported with paid display ads that featured the razr alongside the #HangUpOnIt hashtag with a “hang up on ordinary” message. We ran takeovers on Vogue, targeting fashion readers and influencers.
Results: #HangUpOnIt was native to social and designed to shut down hate moments while driving reach of our message. We combined the power of micro and macro influencers telling the world what they’re hanging up on across TikTok and Instagram, with 92 GIFs created from those same influencers, that were accessible on any social or messaging platform via GIPHY, tagged with over 2,000 organic search terms, so anyone could shut down hate and judgement in any situation or conversation.