ORBIT GUM - INFLUENCER CAMPAIGN & SOCIAL PLAYBOOK
Orbit had recently undergone a brand repositioning with a newly focused purpose: “to give people gum-sized confidence in every day moments”. While their traditional advertising was working well, they were having a hard time bringing it to life in a compelling way on social.
We tapped influencers in this social campaign to speak to Gen Z through self deprecating and absurd humor — a version of comedy that Gen Z, in particular, responds well to given their high levels of stress, anti-bullying mindset, and high levels of digital (less-so human) connectivity. In this influencer campaign, we armed creators with Obrit as they told relatable stories in POV, story time, and skit formats that left them needing a little confidence boost.
In addition to the campaign, a thorough social media 101 and orbit-specific playbook was developed to help encourage future social excellence.
