JOBY, if you didn’t already know, makes products for digital creators with a focus on gear for smartphonography. They love seeing digital content, it fills them with so much joy. TikTok is their daily medicine, Instagrammers, their weekly energy, Vloggers, their monthly inspiration and their yearly motivation.

 

To introduce the brand to the European market, we developed:

 

We tried to accomplish in Europe what we had accomplished in the US with the success of JOBY’s viral TikTok campaign, #TheSongOfUs.

 

We thought to ourselves, hey, while Europeans may not know exactly who JOBY is (yet), their products are so innately intuitive that they don’t even need a set of instructions. Anyhow, who even wants to read instructions when they’re having absolute loads of fun creating content? Have Fun, Create also just so happens to be JOBY’s tagline so we thought to challenge a bunch of European creators to do just that. We even threw in some wacky gadgets to help them jumpstart those creative juices and to get them asking themselves: What the *#!? Is a JOBY and What the *#!? Is my job?

 

With JOBY ready to enter the European market, our goal was to introduce the brand to a wide variety of digital creators by showing off JOBY’s core products in 3 main markets (UK, DE, FR + some IT), with a focus on Gen Z as the main target.

The ultimate goal?

To show people that with JOBY, all you need to do is to Have Fun. Create. (Gosh do we love that tagline).

 

We sent JOBY’s products off to creators across Europe without any instructions or warning, asking them to play along by proving how simple and fun JOBY’s products are to use.

A variety of influencers received a mystery box that included JOBY’s classic Vlogging Kit (GorillaPod, Beamo Light, Wavo Microphone) and a selection of random gadgets.

 

We sent off mystery packages to 40 influencers in 4 countries. Each of the creators were responsible for creating a series of content with touch points on several platforms - TikTok, YouTube, Instagram. After filming the surprise of the initial unboxing experience that answers the first question, WTF is a JOBY?, they were asked one more question: WTF is my job? To answer this question, influencers used the mystery items inside the box as starting points to help them spark their creativity. Exactly what kind of mystery items, you might be wondering? From slippers to kazoos, we sent off an array of moderately questionable yet undeniably fun objects to help our creators make content with JOBY’s awesome products.

 

The response from the pool of influencers has been overwhelmingly positive, with new content rolling in everyday.

 

Check out some of the content we’ve received from the creators so far:

New hair, who dis? → https://youtu.be/uK2mAMXAQ8Q?t=215

Doggos in disguise? WTFloof → https://youtu.be/sgtYTHTQ6N0?t=306

 

Client: JOBY

Agency: We Are Social, Milan

Role: Creative Writer

When: November 2020