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, Crowd strategically support and manage the company’s global social media marketing.
Crowd 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 a desire for this brilliant new ride-on toy.
With so many target markets, they naturally faced a language barrier, but ultimately they used this challenge to their 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. Crowd knew that riders were having an awesome experience, so they 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 – they were there to capture the experience.
Working with select global YouTube and Instagram influencers in regions all around the world, they 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.
Razor is one of the most recognised toys and transport gadget manufacturers in the world. Razor sells scooters, Go-Karts and a range of exciting rides. Their promotions need to reflect that.
Crowd is an award-winning, global creative and performance media agency.