Media Edge: Razr launches flip phone, campaign
Media Sales Lead: It's finally here - the Razr comeback that parent company Motorola has been planning for quite a while. A supporting global ad campaign promotes the brand's new foldable phone. Made by Los York, #flipthescript includes a dance film, video product ads, social spots, photography, and poster art.
Key Lead Takeaways: Reach out soon to secure some of the brand's increasing ad dollars.
Target Demographics: Gen-Z and millennials with a male skew
Key Spend Notes:
- Spend shift summary: YTD digital spend has more than doubled YOY and will likely continue increasing as Motorola continues advertising the new Razr phone.
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Razr under Cell Phones & Smartphones*
- 2023 YTD Spend: $1.5m
- STP 2022 Spend: $693k
- 2022 FY Spend: $1.7m
- 2021 FY Spend: $9.2m
- 2020 FY Spend: $8.5m
YTD YOY Spend Increase: 116%
YTD Ad Flight Breakdown:
- Q2 2023 Spend (to date): $56.5k
- Q1 2023 Spend: $1.4m
- Q1 2022 Spend: $478.1k
- Q2 2022 Spend: $193.4k
- Q3 2022 Spend: $505k
- Q4 2022 Spend: $544.1k
YTD Impressions: 210.3m
Top Ad Types: Facebook (98%)
Top Purchase Channels: Direct (98%)
Top Publishers: Facebook (98%)
Top Industry/Vertical Spenders (YTD, by spend): Samsung, Google, Apple, Lenovo, OnePlus Technology, Nokia, and OPPO
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown (Motorola):
Vivvix: Google Ads along with OOH, digital, local broadcast, Facebook, Instagram, Twitter (though barely), and online video (primarily via Youtube.com) ads
Top Sponsored Podcasts: No Agenda, Daily Tech News Show, Holmberg's Morning Sickness - Arizona, Today In History with The Retrospectors, and The Money with Katie Show.
Current Sponsorships/Partnerships: San Diego Padres Baseball Club (more here)
Recent & Upcoming Product Launches: Razr flip phone (recent)
Current Agency Roster (Motorola):
- Los York: Creative agency partner (2018)
- MRM//McCANN: Creative AOR
- Spark Foundry: Media planning agency partner
- Weber Shandwick: PR agency partner
- FCB Chicago: Digital agency partner
- Manifest: Digital agency partner
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.
