Motorola, along with agency partners Ogilvy and Motomentum, a custom Publicis Media shop, is shifting the Moto Z campaign strategy away from social and digital media.
“We spent quite a lot on Facebook last year,” says Jan Huckfeldt, VP, global marketing & communications, Motorola, adding the social network even touted the partnership’s success as a case study in an earnings call.
However, Motorola discovered that this strategy didn’t “move the needle overall,” he says. “We were disappointed it did not grow enough.”
The Moto Z campaign is part of a re-launch effort by Motorola and parent Lenovo that re-introduced the iconic catchphrase “Hello Moto” and aligned with social media influencers.
“When we launched for the first time, we were only distributed in Verizon which is only 35% of the distribution channel,” says Huckfeldt. “So we said, ‘Let’s be as targeted as possible'” by targeting the “low-hanging fruit” of Android users.