Social Media Strategist
Campaign objective
The ear(1) was Nothing's first-ever product. It was an opportunity to show the product design language, to test market capability, but also to grow an audience of innovators who are primed for a fresh face in consumer tech.
Strategic insight
I arrived in consumer tech from years in gaming, where a youthful audience is loudly proud online. It was instantly apparent that no consumer tech company knew how to inspire the same.
Nothing was fresh, it didn't have the years of boring brand messaging holding it down like its competitors. Between the total mystique of Apple, who avoid organic social media entirely, and their Android counterparts, who've bored you with camera specs and processor speeds for years, there was space for a new kid in town.
Idea and
Campaign
Campaign
The long-term social media strategy and tone of voice were written during the ear(1)'s launch cycle. They were largely built around a focus on storytelling.
Rather than just promoting the features of its products, the strategy was based on an holistic approach of sharing stories that highlight the humans behind a product, their values, and the brand's mission.
Initial growth came from giving exclusive reveal moments over to audience-fit press like Hypebeast and creator channels like Unbox Therapy.
We wanted to create a sense of authenticity that helped connect with consumers as if there were Nothing between us.
Results
250K followers on both Instagram and Twitter.
1.3 million views on YouTube.
Most engagement on social media in consumer tech during Q2 2021.
100K products sold in its first year.
1.2Mviews on Unbox Therapy's announcement.
