Motorola: #powerlovers
Case study.
Implementation of the new communication strategy
Increase in brand recognition
Audience engagement on Instagram
Promotion of the brand's latest product
Challenges
Selecting the right influencers
Interactive, engaging fun format
Basing the narrative on one product
Breaking the traditional pattern of Valentine's Day
Promotion of a brand that has returned to the Polish market after years.
How did we do it?
Bold implementation of the strategy
The starting point of the #powerlovers activation was the new brand strategy, which defines Motorola according to the rebel archetype. In addition, the aim of the action was to engage fans in the refreshed world of the brand, which returned to the Polish market after years. The #powerlovers action was carried out in the context of Valentine's Day. Motorola, as a brand with the archetype of the rebel, decided to break the pattern of the sweet holiday of lovers - it showed that it is possible to break the status quo and approach this day from the other side.
Getting the most out of every penny
In order to make optimal use of the limited budget to engage the audience, we used Instagram's native features. The meticulously planned survey lasted 9 days and allowed us to create an emotional connection with the audience.
Skillful selection of influencers
The campaign gained publicity thanks to influencers appropriately selected for the target group - Joanna Koroniewska and Maciej Dowbor. Three days before Valentine's Day, Motorola sent the Dowboras a surprise package, which included two fully charged moto g9 power (the battery lasts 3 days) and a card with a challenge: Solve the #powerlovers test together and... wait for further clues. Depending on the outcome of the test, Motorola sent a message on Instagram to Joanna or Maciej in the morning for three consecutive days, with tasks to increase the percentage of battery charge in their relationship.
More than a simple competition
On Valentine's Day there was a live show on the Motorolapolska profile, where our ambassadors talked about the action and the last days spent with Motorola, again solved the #powerlovers test (this time they had as much as 100%!), announced the winners of two contests and answered union questions from fans.
Effects
The #powerlovers campaign was not just another Instagram contest. With a catchy user-centered idea, the activation using Instagram's native features helped engage users to re-enter the world of a somewhat forgotten brand.
