‘ONE-IN-1’ Social Campaign

Motorola One Leans into its Name and Creates One Second Ads

Content comes at us from every direction these days, which means our attention spans are getting shorter and shorter. So when Motorola was launching their new Motorola One Vision smartphone, using only paid social media, we had to think outside the box to really break through.

THE TARGET

The Motorola One Phone comes with a lot of unique, desirable features — a superior camera, enormous storage space and the first ever fully immersive 21:9 cinematic display. And since our audience spends most of their time on social media scrolling through image after image, we decided to lean heavily on Instagram because of its image-centric nature and high engagement rate.

But how could we make sure the message was received by our target? The answer: by keeping our ads entertaining, short and sweet. Emphasis on short.

THE BIG IDEA

It only takes one second to fall in love with Motorola One.

Playing off of the Motorola One name, we created the ‘One-in-1’ campaign, a series of one second social ads designed to instantly engage without providing our audience the time to skip them. With the average amount of time our audience spends on IG stories at 3 seconds, the ‘One-in-1’ series became virtually unskippable. On a platform where users swipe and tap through quickly in search of interesting content to engage with, it made our one second approach a very effective strategy.