Social Media Strategist / Live Video Producer
Campaign objective
The phone(1) was the flagship entry into tech for Nothing. Everything preceding was to build up momentum, both in branding and hardware. Ahead of the launch, we needed to generate substantial anticipation.
There was additional pressure on social media as Nothing was aiming to focus on organic marketing, avoiding the lower engagement associated with paid social media and maximising the power of Nothing's strong brand voice built during the launch of the ear(1).
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 Glyph.
Nothing's M.O. is to be the fresh change consumer tech requires. That which stood out the most about the phone (1)'s aesthetic design was the first-of-its-kind LED glyph on its back face.
From the live keynote till its eventual launch, Nothing's social media pages teased and reveal more visuals of the glyph and more information about the phone it encapsulates.
The Birds.
Parrots became a mascot of sorts during the phone (1)'s launch period. I wanted the audience to consistently associate phone(1) with being the new bright colours and voice of consumer tech.
Results
500K follower growth from announcement to launch.
50K conversations about the brand during launch month.
59.5% positive sentiment of the 50K conversations.
175K pre-orders between product announcement and product reveal.
