Motorola was a mythical brand in the early years of mobile telephony. On its return to Spain, Motorola wanted to convey a powerful image of innovation, in order to reposition themselves in Spain in one of the most competitive mobile markets in the world. This was particularly challenging in social networks, where the company had a fundamentally young community which required a specific style of communication.


Repositioning a traditional brand in one of the most competitive mobile markets in the world

Canela’s Digital team designed a strategy to drive the growth of the community on social channels and foster their relationship with the brand. Along these lines, we launched contests with dynamics adapted to the launch of each product; actions with influencers that amplified the brand’s message; and sales growth-oriented campaigns integrated by landing pages with lead generation that allowed the brand to strengthen ties with its target audience. All this complemented by social ads campaigns aligned with the company’s international and national marketing strategy.

The performance of the strategic direction undertaken has been incontestable. Despite suffering from a reduced investment muscle that gave the necessary support to the activities in the different social channels, the digital team in charge of Motorola’s social networks has managed to grow the brand community from 100k to more than 160k, with a special mention of the increase achieved on Instagram, which in this period went from 4k to more than 32k followers.