Launching the world’s smartest self-balancing electric scooter
Razor is one of the most recognised toy and transport gadget manufacturers in the world.
To make sure that Razor’s reputation for cutting-edge, really fun toys is as strong globally as it is on its home turf in the US, we strategically support and manage the company’s global social media marketing.
Razor sells scooters, Go-Karts and a range of exciting rides. Their promotions need to reflect that.
We needed to execute a global launch campaign for Razor’s Hovertrax 2.0 – the world’s smartest self-balancing electric scooter. A global campaign was required to create desire for this brilliant new ride-on toy.
With so many target markets, we naturally faced a language barrier, but ultimately we used this challenge to our campaign advantage.
Seeing people’s enjoyment of riding the Razor Hovertrax 2.0 sent a universal message, regardless of what they were saying and in what language. We knew that riders were having an awesome experience, so Crowd recruited influencers from around the world to appear in a global launch video that showcased the emotions felt while riding a Hovertrax 2.0. From the first unsteady steps up to becoming a confident rider – we were there to capture the experience.
Working with select global YouTube and Instagram influencers in regions all around the world, we created an authentic global feel to the campaign. As well as authentic influencers, the video includes a professional acrobat dancer, Kelianne Stankus, who performs some incredible stunts on the Hovertrax 2.0. Kelianne is a gymnast and dancer known for being a member of the Acrobots, a group that performs routines on Hoverboards.
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Crowd is made up of a bunch of talented people that cater to our global needs - from design to social media management. They are a pleasure to work with and we always feel like their most important customer, although they are growing more and more each day.
EMEA Marketing Manager
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