HTC Creatography

SHORTY AWARD FINALIST 2015: TECHNOLOGY + AMBASSADOR AND CELEBRITY CAMPAIGN

What do you do when your competition shells out billions on advertising and celebrity endorsements? Simple. You give your product to their customers, and make them the celebrities.

Ok, it’s not that simple, but that’s the spirit behind HTC’s Creatography influencer campaign.

STRATEGY
Embracing the independent spirit of the HTC brand, we thought… let’s find a like-minded creator. Better yet, let’s find three. Five. Or more. Let’s ask them to push the phone to its creative limits, and watch what happens.

OUTCOME
The results were stratospheric — literally. (YouTube celeb Colin Furze sent the phone into space). Our influencers authored more than 100 pieces of content to 5.4 million fans, reaching 34 million feeds across Instagram, Vine, and YouTube, which ignited an 81% increase in overall reach of HTC social content. To date, their content has been shared more than 36,000 times. Creatography influencers inspired 3,000 fans to submit to become the 8th Creatographer. Brand effects studies shows 7% lift in brand favorability among target demographic.

Role
Creative Direction, Copy, Video Direction
For
HTC
URL
www.htc.com/us/creatography/