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The Challenge

The Motorola razr is an iconic symbol of the early aughts.

Voyager backside

A decade later, it made a comeback with razr 2.0, The Voyager: a completely foldable touchscreen phone.

But second generation phones rarely make waves outside tech media.

How do we ensure lifestyle press coverage that positions the Motorola brand and product into relevant fashion and cultural conversations?

The Idea

To grab the attention of lifestyle press, we created the #FlipYourLook challenge for Instagram.

We partnered with four celebrity hosts over the course of four weeks to each create their own at-home fashion challenges, all tied to a Covid-19 relief fund of their choice.

4 Weeks of #FlipYourLook

  • Dillonfrancis 93373887 1261992640669837 2464856399810447200 n 1
    Week 1: Dillon Francis

    Musician and DJ Dillon Francis asked his followers to show off their best musical festival looks, tied to the cancellation of Coachella. Proceeds from his challenge went to the MusiCares Covid-19 relief fund.

  • Sir john
    Week 2: Sir John

    Celebrity makeup artist Sir John chose a Spring makeup look challenge. Proceeds for his challenge went to Support Creatives. At the end of his challenge, he chose one winner to receive a razr phone.

  • Vic olapido
    Week 3: Vic Oladipo

    We tapped Pacers star Vic Oladipo for a Tunnel Walk challenge. Vic encouraged fans and followers to post their best Tunnel Walk outfits—with proceeds going to the IEDC Foundation.

  • #FlipYourLook_Aquaria
    Week 4: Aquaria

    Lastly, we partnered up with Ru Paul’s Drag Race Season 10 winner, Aquaria. For her challenge, she asked followers to to create a “spring-cleaning” look, repurposing old items into new ones. Proceeds for Aquaria's challenge went to the Ali Forney Center for Covid-19 relief funds.

The Results

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