HMD, Home of Nokia Phones, wanted to launch its Nokia G42 5G ‘So Pink’ to a lifestyle audience.

The challenge was that the most compelling lifestyle USP was its colour, and pink had recently dominated the news agenda with the new Barbie movie. We needed a fresh hook.

We did some digging and tapped into a TikTok trend: #sunsetclouds – something we knew would resonate.

We underpinned this with a weather expert – providing the editorial layers required by traditional media.

From there, the focus was providing our social-first market with the tools to capture pink nature hot spots.

We partnered with Pip Jolley, mixologist and colour lover for a reel.

Gifting TikToker and pink fan Bethany Livingstone, we promoted the affordability of the phone. Seeding kits also encouraged organic social posting.

An editorial reach of 3.3M with coverage in the likes of Evening Standard, and Verge Mag. Our influencer work combined a total reach of 701k followers.

We smashed the anticipated engagement by 2.1% – huge in the influencer world.