Building an authentic, digital community with Motorola and Gen Z 
Motorola needed to build an authentic connection with Gen Z in the UK. The challenge was to grow a digital-first community organically, ensuring Motorola became a relevant part of Gen Z conversations and not just another brand speaking at them. We developed a community-first approach, focusing on TikTok and Instagram to drive cultural relevance and spark genuine engagement. 

We began with a careful selection process to identify creators who would resonate with our audience. These were individuals whose tone, aesthetic and values matched both Gen Z behaviours and the brand’s identity. We also identified the content formats that would feel native to each platform, ensuring that what we produced felt true to the audience while staying consistent with Motorola’s positioning. 

Working with our content studio, we developed a bank of assets tailored to Gen Z preferences. The content was lo-fi, reactive and inspired by trending visuals, conversations and sounds. This approach laid the foundation for Motorola to build an always-on digital presence that felt fresh, culturally aware and genuinely part of the Gen Z landscape. 

Finally, we ensured community management ensured real time engagement, fostered brand advocacy and loyalty, effectively closing the loop.