Bullitt Group x Motorola: PR and social media campaign

What we did

You might not have heard from Bullitt Group as a company, but you probably know them from various rugged phones brands. At the beginning of 2021, they reached out us after their partnership with Motorola. The partnership of the two companies led to the creation of the rugged motorola defy. To increase awareness of this product, we created a PR campaign in Belgium and social media campaign for the Benelux.

Challenges

The world of smartphones is growing and innovating rapidly. Rugged smartphones have a special position in the market, as they are targeted at professional users. At the same time, certain consumers just prefer a phone that won’t break easily. Bullitt Group wanted a more consumer oriented approach for both PR and social media.

In our PR strategy, we focused on B2C media and in our social media strategy, we made sure that the motoraly defy was integrated seamlessly. Even though Bullitt Group developed the phone, they wanted it to look like your average Motorola smartphone. This is also why the name Bullitt was rarely used in PR communications and was never used in the social media posts.

We introduced the motorola defy to Belgian media with a review program and we used a mix of global content and locally created content for the social media communication. We ensured that the phone was presented as a unique, rugged device, while staying true to the strategy that we had built for Motorola in the past years. 

What our client got

The different Belgian media that wrote about the motorola defy had a 5,2 million monthly website visits on average. To increase awareness, we also organized a collaboration with two creators on Instagram and TikTok. The top video on TikTok currently has about 43.000 views, while the other videos each had 15.000 views on average. In total the motorola defy videos on TikTok have over 150.000 views.

On social media, we were able to integrate the motorola defy in our current content and advertising strategy. Our posts reached over 300.000 people in the Benelux and generated over 3.000 website visits to the info page. With customized target audiences and an advertising funnel, we reached a top clickthrough rate of 3% at the end.