We knew we needed to find a more effective way to connect with consumers beyond traditional means.

We chose not to follow the others in using traditional advertising - social media became the heart of how we expressed our spirit of independence.Top 1 Chinese Micro blog – Sina Weibo (China’s Twitter) and SNS were used to communicate UNFOLLOW campaign.We partnered with FanBingbing - a Chinese popstar with a rebellious spirit and co-developed a series of bespoke micro-film content – to bring our bold UNFOLLOW spirit to life.The content was developed as part of a blog and also syndicated out to spark conversations from people who wanted to make a statement.We also used KOL and celebrity bloggers who also embody our Unfollow spirit in fashion, entertainment, sports and media to participate in online blog discussions.And we also developed a local blogger outreach programme.

This helped spread our UNFOLLOW story.

UNFOLLOW was a huge success in every sense. Nokia regained previously lost ground in sales vs its competitors and also helped increase brand preference. We also broke records in China for the highest videos viewed to date!Nokia took a chance with utilizing social media as the primary platform for communication and it paid off.->Video views stand at 63m +, 286% above KPI of 28m views->Earned media re-tweets of 312,353 vs. KPI of 200,000 on launch day->Social Engagement likeability and appeal increased vs previous levels ->Product pre order of 236,854 vs. previous record of 65,000