The introduction of the groundbreaking Moto Z and Moto Mods gave Motorola something to say in the smartphone category.

But since we had been out of the conversation, we knew no one would take our word for it.

So we figured the word from an early adopter with 18 million followers would make more sense.

But since one voice doesn’t make it true, we also got some of the most influential people on social to speak up.

And we even gave other brands’ fans a voice, hijacking the conversation during Apple and Samsung’s biggest launch moment of the year to directly challenge them to look past the logos.

We launched in June at Lenovo Tech World, a massive event attended by more than 1,300 stakeholders and editors from the international press, with Ashton Kutcher on stage and engaging his 18+ million followers in social.

Then we partnered with 14 of the biggest YouTube stars to demonstrate innovative ways to use the Moto Z and Moto Mods.

But to truly change the stubborn minds of those loyal to other brands, we filmed a focus group with real Apple fans and showed them the Moto Z and Moto Mods disguised to look like iPhone prototypes.

We watched as they went from intrigued by what they thought was Apple, to blown away by what was actually Motorola.

And we launched the video the day before Apple’s launch, in the midst of what we knew would be a flurry of discussion on the iPhone 7 and its shortcomings.

We created a global conversation, generating 4,700 media placements earning 24 billion media impressions.

The challenger video racked up 12 million views and 16 million engagements in just 5 days, making AdAge’s “Top Viral Videos” list and landing a place in Mashable’s “What’s Hot” section.

Searches for the Moto Z grew 100% to hit an all-time high, and brand share of voice skyrocketed 1,200%.

And Motorola surpassed Samsung to become the 2nd most talked about smartphone brand on social media.

But even more was gained. Our efforts contributed to the Motorola brand growing 20% quarter-to-quarter.