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Unconventional UN-URL’S unlimit social media
The Unlimited has launched the story of UN, a campaign in which we have collaborated with 21 remarkable South Africans, bringing to life our manifesto and sharing what it means to each of them personally to unlimit their lives. Through this campaign, we hope to inspire others to unlimit their lives in whatever way is meaningful to them, and to be part of creating a more inclusive and open-minded world.
Armed with the rich and powerful stories of our collaborators, we wanted to find a different way to share these films with the relevant audiences. Our agency partner, Joe Public Cape Town, created an unconventional media solution from which to share our film portal with specific interest groups in a unique way – one that would create a first of a kind experience for users.
We created “UN” URLs and associated UN landing pages of popular and well-known websites that transitioned into our Story of UN microsite, where each of our films are housed and ready to be shared. We leveraged more than 170 influencers to seed the UN-URLs, creating a high level of intrigue and virality. With each influencer sharing an UN link strongly aligned to their community’s interests, the user is served a collaborator story that is specific and relevant to them.
We really want this campaign to challenge the status quo, to showcase everyday South Africans unlimiting their lives in unique and inspiring ways – many doing so in the face of real adversity. That’s why our integrated Story of UN campaign and UN-URL digital stunt were designed to stand out, to be bold, raw, provocative, and unapologetic in sharing our call for everyone in the country to join us in shifting the status quo.
As a challenger brand we’re excited about doing things differently and doing business better. We wanted to create something unlike anything that’s ever been experienced on social media. Joe Public’s solution was ingenious as it evolved into an unexpected new user journey, and everyone joining us got to share in seeing the beautiful stories that make up the #UnlimitYourLife Story of UN.
