With the firm belief that imaging technologies should be free from bias, with every skin tone deserving fair representation as a vital aspect of human diversity, TECNO is launching the #ToneProud campaign as a global call to action, addressing the underrepresentation of diverse skin tones in emerging markets within the mobile industry, and driving awareness of the brand and its Universal Tone technology being the champion of skin diversity and equity of representation.
Rooted in the brand’s Universal Tone Technology, an AI-powered multi-skin tone imaging solution built on the industry’s largest and most inclusive skin tone database (268 scientifically validated shades), the campaign aimed to:
Advance Global Technical Equity: A call to eliminate skin tone bias through the groundbreaking Universal Tone technology and the #ToneProud campaign, ignite a worldwide dialogue, heighten consciousness, and mobilize a united effort for transformation in the tech realm, ensuring accurate representation of marginalized skin tones across Africa, South Asia, the Middle East, and beyond.
Ignite a Cross-Cultural Movement: Challenge monolithic beauty standards through storytelling and user-driven advocacy, uniting diverse audiences under the mantra “Capture Every Shade of Humanity.”
Empower Individuals to Embrace Their True Identity: Provide tools like personalized skin tone codes, based on TECNO’s inclusive multi-skin tone database, to foster pride in individual skin tone and their own identities, transforming users into global ambassadors for inclusivity.
Aligned with TECNO’s “Stop At Nothing” ethos, the campaign redefined technological innovation as a force for social equity.
To bring this idea to life, TECNO launched the #268ToneProud Campaign. It brought Universal Tone’s message of inclusivity to life by combining three key elements: 1) cutting-edge technology, 2) powerful storytelling, and 3) influencer and media activation.
#0. Innovation: Inclusive Technology that Sees Everyone
As a company rooted in innovation, at the heart of the campaign was Universal Tone—a revolutionary imaging breakthrough featuring 268 skin tone patches that finally gave technology the power to see and celebrate everyone. TECNO wasn’t just introducing a new product feature; it was setting a new standard for inclusivity in imaging. This bold innovation became the foundation for a campaign that didn’t just promise change—it demanded it.
#1. Digital Interaction: Making Technology a Personal Experience
The campaign brought Universal Tone to life through 268ToneProud.com, a website that invited users to discover their unique skin tone code, built based on TECNO’s self-developed and industry’s inclusive skin tone database, with just turning on your webcam. The site transformed our groundbreaking technology into a simple, yet personal experience for anyone who wants to know and see their true tone and true self, ensuring audiences across emerging markets could easily participate, and making cutting-edge innovation feel intimate and inclusive.
#2. Influencer & Social: Turning Technology Trials to a Social Movement The #268ToneProud Campaign faced several key challenges, which TECNO addressed strategically. One challenge was adapting to diverse cultural contexts. TECNO overcame this by deploying on-ground teams to understand local preferences and behaviors, ensuring the campaign resonated with different beauty standards and social norms. For instance, TECNO collaborated with local influencers and media partners to create content that was culturally relevant and engaging for each specific market. Another challenge was avoiding a one-size-fits-all approach. TECNO tackled this by tailoring visuals and messaging to each market’s unique cultural nuances. Then, TECNO turned its technology into a cultural rallying cry by partnering with influential voices from key markets. Icons like Indonesian singer Anggun, Saudi filmmaker Fatima Al-Banawi, and Nigerian musician Johnny Drille who had first-hand insights and experience in the misrepresentation issue shared their deeply personal stories, sparking heartfelt conversations across social media, amplifying the campaign’s emotional impact. While we were mainly championing inclusive tone technology, the Polish photographer Ewa Kepys, who is a white Caucasian, also joined to share her support for the cause, making it a truly global social campaign uniting people of all colors to unite and celebrate their own identities. With their help, the hashtag #268ToneProud became a global phenomenon, as users proudly shared their unique skin tone codes and celebrated the beauty of their diversity.
#3. Film and Paid Media: Amplifying Our Voice on Global Stage
We then turned our influencers’ stories to a film, launching it on social video platforms. Global media didn’t hesitate to spread the inclusive message — from technology and smartphone media like GSM ARENA and Digital Trends, to marketing and business communities like Branding in Asia all joined us. The film and our influencers stories were even picked up by global news powerhouses like BBC and The Manila Times. Together, these elements amplified TECNO’s mission, making it more than a brand story—it was a global call to action for diversity and inclusion. Together, these elements amplified TECNO’s mission, making it more than a brand story but a global call for millions to reclaim their identities, their narratives—and their confidence.
The #ToneProud Campaign achieved unprecedented global impact, solidifying TECNO’s leadership in ethical tech and cultural advocacy:
Global Reach & Unified Engagement
The campaign achieved 1.5 billion total reach across 34 markets, growing TECNO’s share of voice by 145% Year-on-Year— almost 3x the growth KPI we set before the launch. This massive reach drove viral traction in key markets such as Nigeria, India, Indonesia, and Saudi Arabia. The interactive platform attracted millions of users generating skin tone codes, bridging geographic and cultural divides through a shared mission.
A total engagement of 17.6 million engagement and 1.34K+ social media posts, turned participants into global advocates.
The campaign’s video achieved 14M+ views, while the link to the Universal Tone website received 1.06M+ view, 2.25x official average website’s traffic, suggesting that this technology and our message was highly relevant to our consumers.
Effective Media & KOL Endorsement:
The campaign's media strategy was highly effective in leveraging both media coverage and influencer partnerships to maximize its reach and impact. In addition to receiving endorsements from influencers in various countries, the campaign managed to secure 2,450 instances of media coverage. This coverage spanned from initial news reports to in-depth features exploring the technology behind Universal Tone. Moreover, the campaign also received coverage from global media powerhouses such as the BBC and industry leader GSMArena.
Societal Transformation & Brand Legacy
The campaign redefined beauty norms worldwide, with users reporting, “This technology sees me as I truly am.” We’ve successfully built a strong association between the TECNO brand and equitable skin tone representation. Social listening conducted after the campaign (Dec 2024) revealed that key words capturing social sentiment, such as ‘inclusive’, ‘ToneProud’, and ‘Multi-skin Tone’, perfectly aligned with our brand vision.
Brand voice increased by 145% YoY during the campaign period, exceeding the 50% KPI and highlighting enhanced brand recognition.
Future Vision The campaign’s legacy continues through plans to democratize Universal Tone across all product lines and annual #ToneProud summits to advance imaging equity. TECNO’s vision—where every skin tone is celebrated—has evolved from a campaign into a cornerstone of its global brand identity, proving that true innovation uplifts humanity at scale.
