The Challenge

Create social awareness around the release of Three’s exclusive new handset, ZTE Blaze V7.

Our Strategy

We created an original video series with influencer Julius Dein, who has a combined channel following of 22 million 16-32 year olds. To bring the phone’s release to life, we created a hidden camera piece entitled ‘reverse pickpocketing’, essentially giving the new ZTE handset to a handful of lucky strangers.

We then re-purposed the video content for cross-channel distribution to drive social awareness and engagement. The video went viral reaching over 5.5 million video views organically.

The Results

4,500,000

Video Views

112,000

Social Engagements

2,900,000

Post Clicks

9,700,000

Reached