IZEA worked with the global smartphone manufacturer TECNO on an influencer marketing campaign to promote the CAMON 19 Pro Special Edition, which has a design inspired by the artist Piet Mondrian in honor of the 150th anniversary of his birth. The CAMON 19 Pro Mondrian edition reinterpreted Mondrian’s De Stijl design on the phone shell; it changes color under UV light, creating a truly unique experience. The phone’s special edition gift pack in collaboration with the Boston Museum of Fine Art, is also designed to pay tribute to Mondrian art through the packaging design itself, custom earbuds, and accessories. It's a great example of thinking outside the box to connect a mobile phone to fashion, art, and lifestyle, reflecting TECNO's positioning as a pioneer in the industry.
IZEA's campaign with TECNO had the goal of creating buzz for its special edition product, as well as introducing the TECNO brand to US media and markets to bring positive impacts to TECNO’s global target markets. The campaign targeted a young population aged between 18-34 who are fashion, art and tech enthusiasts and sought to connect the richness of abstract art with the modern technology of the smartphone using a multichannel strategy.
To measure the effectiveness of this campaign, IZEA set objectives to increase TECNO’s social reach by 1,050,000, receive 70,000 combined organic video views, 5,000 combined organic likes and surpass the average engagement rate of 8% for the technology vertical.
IZEA identified tech and lifestyle influencers to host an in-person immersive event at the Museum of Fine Arts, Boston, connecting the product with its historical and artistic significance. IZEA managed all event logistics, including design, production, and day-of event management. Because TECNO had no pre-presence in the United States, the campaign team sought to educate reporters and creators, getting them on board with the company and what it has planned in the near future. IZEA also coordinated press releases with PR partners and invitations with media reporters to attend the event and maximize coverage of not only the event but the company, product, and its features.
The goal was to connect with the audience in a fresh, authentic way and show how the design is immersively connected to its historical significance. To execute this vision, IZEA partnered with two influencers. The first, Ava Kolker, is a young celebrity actress with a global following who was flown out to the Museum of Fine Arts, Boston to host a live unboxing of the phone. She shared one vlog including phone unboxing, seven photos on her Instagram to showcase the phone, and one night-portrait selfie photo taken with the phone. This allowed viewers to not only view the phone design and experience it through Ava’s lens’, but see its capabilities in real time.
The second creator, Michael Fisher or “MrMobile, is an influencer with more than 1 million YouTube subscribers who makes mobile technology honest-review videos with full editorial independence for gadget enthusiasts. On YouTube, he released an unboxing of the phone, to help increase brand awareness in accompanying TECNO’s official phone launch. After the phone launch, CAMON 19 Pro Mondrian edition was also featured as the first product in the Fun Phones of 2022 video where he made an in-depth review of the phone and packaging. To drive additional engagement, he shared a tweet promoting each YouTube video. MrMobile also shared the unboxing video on his Instagram which was very well received. Many popular tech influencers commented on the post.
Ava’s content was engaging and fresh, making viewers feel like they joined the event with her. MrMobile was already a trusted tech influencer whose viewers looked to him for the latest trends in mobile tech. Both provide a unique and engaging experience for viewers at home.
To create marketing assets for TECNO, IZEA hired photography and videography professionals to capture the event and product. Ava Kolker granted TECNO 6-month usage for her onsite assets in digital formats, as well as five event photos with a perpetual license.
Hosting the event in a museum greatly limited the execution time and the team’s goal was to be careful not to interrupt the museum’s artistry vibe when bringing this event to life. The team exercised extreme care and attention to detail when planning and executing in order to seamlessly blend modern tech and art.
The TECNO CAMON 19 Pro Mondrian edition phone launch over-delivered in all key metrics. The engagement rate was 12% versus the average 8% in the technology vertical. IZEA surpassed the goal of 70,000 organic video views and 5,000 organic likes by 366% and 673%, respectively. And exceeded the social reach goal by 108% with an actual reach of 2,180,000.
In addition to delivering on all key metrics for success, the phone launch created a massive buzz with media coverage reaching more than 200 million people across the globe. With this campaign, TECNO has effectively been introduced to the United States market and with the help of Ava Kolker and MrMobile, is beginning to establish trust amongst its target audience.
This campaign seamlessly weaved together young fashionistas, art lovers, and technology enthusiasts to experience the unique design and state-of-the-art features of the TECNO CAMON 19 Pro Mondrian edition phone.
