Campaign: ‘Awesome in any language’
Razor is one of the most recognised toy and transport gadget manufacturers in the world. To make sure that Razor’s reputation for cutting-edge, really fun toys is as strong globally as it is on its home turf in the US, Crowd strategically supports and manages the company’s global social media marketing.
Crowd needed to execute a global launch campaign for Razor’s Hovertrax 2.0 – the world’s smartest self-balancing electric scooter. A global campaign was required to create desire for this brilliant new ride-on toy. With so many target markets, Crowd naturally faced a language barrier, but ultimately, they used this challenge to the campaign’s advantage.
Seeing people’s enjoyment of riding the Razor Hovertrax 2.0 sent a universal message, regardless of what they were saying and in what language. Crowd knew that riders were having an awesome experience, so they recruited influencers from around the world to appear in a global launch video that showcased the emotions felt while riding a Hovertrax 2.0. From the first unsteady steps, up to becoming a confident rider – Crowd was there to capture the experience.
Working with select global YouTube and Instagram influencers in regions all around the world, Crowd created an authentic global feel to the campaign. As well as authentic influencers, the video includes a professional acrobat dancer, Kelianne Stankus, who performs some incredible stunts on the Hovertrax 2.0. Kelianne is a gymnast and dancer known for being a member of the Acrobots, a group that performs routines on Hoverboards.
The campaign resulted in 25,000 clicks to the website, 50k+ organic views in just two weeks, and $0.21 cost-per-click on social media.
This case study is featured in our UK Advertising Exports Report, which you can download here.