Motorola, a global giant in the electronics industry, needed a compelling campaign to introduce the Motorola Razr 40 to a Gen Z audience. Terrier Agency led a gifted product activation, identifying creators whose audiences and aesthetic matched the phone’s sleek, fashion-forward positioning.
The campaign put 57 creators live, sharing 132 pieces of content that combined polished feed posts with dynamic story narratives showcasing the Razr 40’s design. Across a combined following of 6.6 million, the activity generated 999K impressions and 26.8K engagements at a 2.68% engagement rate.
By matching creator selection closely to Motorola’s target demographic, the campaign exceeded its engagement objectives and drove genuine launch buzz among Gen Z consumers.
Casting for Aesthetic Fit on a Gifted Phone Launch
A gifted product activation for a flagship phone launch depends on creators whose feed already looks like the product’s own marketing — matching aesthetic and audience, not just follower count, so the phone reads as something a creator would genuinely carry rather than a paid insert. That is why the 57 creators here were selected for fit with the Razr 40’s fashion-forward positioning, and why the content mix combined polished feed posts with story-format content: a launch window needs both a considered post and the more casual, native-feeling story format Gen Z audiences scroll through daily.
What 999K Impressions and a 2.68% Rate Mean for a Launch Window
999K impressions and 26.8K engagements across a combined creator following of 6.6 million describe how visible the launch was and how many people reacted to it during the window it ran — a reach and attention figure, not a sales count. A 2.68% engagement rate on gifted content, rather than paid placement, is a sign the creator selection matched the audience closely enough that people responded to it as content rather than an advert.
