#UNITEFOR
ENDURANCE - NOKIA 3
LAUNCH CAMPAIGN
OVERVIEW
Nokia sought to reestablish its presence in the competitive smartphone market with the launch of the Nokia 3. The campaign aimed to highlight three key features: the phone’s durability (“built to last”), its superior selfie capabilities (“shoot best selfies”), and its use of the latest Android software. The target audience included young, tech-savvy consumers who value reliability, quality, and up-to-date technology in their mobile devices.
CHALLENGE
Nokia faced a saturated market dominated by established players with significant brand loyalty. The challenge was to differentiate the Nokia 3 from other smartphones by emphasizing its unique strengths. Additionally, there was a need to reconnect with Nokia’s legacy while appealing to a new generation of smartphone users who may not have prior experience with the brand.
STRATEGY
Pathfinders crafted the #UniteFor Endurance campaign to unify these core themes under a single, powerful message. The strategy involved a multi-channel approach that combined digital and traditional media to reach a broad audience. The campaign leaned heavily on social media to engage younger consumers, with a focus on user-generated content and influencer partnerships to build credibility and awareness.
EXECUTION
The campaign kicked off with a series of teaser videos on social media platforms, featuring influencers known for their adventurous lifestyles and impeccable selfie skills. These teasers hinted at the Nokia 3’s durability and camera quality without fully revealing the product. Following the teasers, a launch event was live-streamed globally, showcasing the Nokia 3’s key features in action.
To maintain momentum, Pathfinders encouraged users to share their own “endurance stories” using the hashtag #UniteFor, highlighting moments when their Nokia 3 stood the test of time or captured the perfect selfie. The campaign was supported by targeted ads on social media, YouTube, and Google Display Network, as well as print ads in popular tech and lifestyle magazines.
RESULT
The #UniteFor Endurance campaign successfully positioned the Nokia 3 as a reliable, high-quality smartphone for the modern consumer. The campaign achieved a 35% increase in brand awareness within the target demographic, with the hashtag #UniteFor trending on social media during the launch period. Sales of the Nokia 3 exceeded initial projections by 20% in the first quarter post-launch, and user engagement on social media was exceptionally high, with thousands of users sharing their endurance stories.
CONCLUSION
The #UniteFor Endurance campaign demonstrated the power of blending brand heritage with modern marketing techniques. By focusing on the Nokia 3’s core strengths and leveraging social media to engage directly with consumers, Pathfinders successfully revitalized the Nokia brand and set the stage for future product launches. The campaign not only drove significant sales but also reconnected Nokia with a new generation