INFINIX, a prestigious mobile phone manufacturer hailing from China, partners with us for their exclusive digital marketing endeavors.
In May 2020, we were handed the baton to orchestrate an inventive, potent influencer marketing campaign for their annual flagship model. We strategically chose to deviate from the customary Television Commercial (TVC), and instead, crafted a Short Film. This approach facilitated us in designing a compelling narrative around the product and the chosen influencer, enhancing its relevance and relatability, which subsequently fuelled engagement.
To echo the aspirations of the targeted demographic, we collaborated with AY, a distinguished rapper and entertainment mogul. His affiliation with INFINIX as a regular user further solidified our decision. To broaden our communication reach and penetrate audiences beyond AY’s domain, we enlisted the support of additional mid-level influencers to support the launch.
Our script, aptly titled ‘A Day in the Life of AY’, mirrored the global sentiment during the COVID-19 pandemic. It represented the resilience of individuals, including AY, in maintaining normalcy, securing business ventures, and preserving their mental well-being despite the confinement imposed by the health crisis. This strategic campaign choice not only resonated with the audience but also amplified the relevance of the INFINIX brand during challenging times.
Strategy + Copywriting + Creatives + Photography + Videography
The Opportunity
With the COVID-19 pandemic causing a significant shift towards digital platforms, people spending more time online opened up the potential for greater digital engagement and reach, as well as a unique opportunity to interact with a larger, more connected audience.
Our Approach
Leveraging a prominent influencer’s genuine product use enabled an authentic, relatable narrative. The unique choice of a short film over a standard ad made our campaign stand out in a crowded digital marketing space, leaving a lasting audience impression.
We Delivered
A campaign dubbed #BigiMakini that was not only about the product but also emphasized understanding and acknowledging the challenges faced by customers during the pandemic – positioning the INFINIX brand as resilient, adaptable, and relevant, even during challenging times.
The Main Attraction
We ingeniously unveiled five unique selling points of the Note 7 device, each of which was potent enough to function as an independent TVC, yet seamlessly merged to form an extended short feature film.
All five 45-second #BigiMakini Ads were disseminated, in addition to the full-length version. The distribution channels comprised Google Display networks, YouTube Influencers, AY’s channels, Infinix channels, along with supporting Instagram Influencers such as Lady Jay Dee, Mwana FA, Hemedy PHD, and Wakazi. This strategic approach ensured a wide coverage, thereby maximizing campaign reach and impact.
More Content
We executed a ‘Quarantine’ themed photoshoot, artfully integrating product placements and crafting compelling narratives through captions, which resonated well with audiences across various social media platforms.
Results
23.4M+
Impressions
1.3M+
Videos Views
119%
Revenue Targets
