We are literally overwhelmed with phone choices - and new phone launches. The motorola razr wasn’t launching a new phone and needed to stay relevant and continue to drive consumer interest despite that.

Data and social listening show that the “hang up” is one of the most positive terms associated with the motorola razr, due to its iconic flip-shut design. And psychological studies show that flipping the phone shut to hang it up is mentally satisfying.

Get cultural attention and reach new audiences through celebrities and influencers, despite not having product news to sustain buzz of razr while we wait for the next one.

More than half of Americans have been attacked on social media. And seeing that 83% of those interactions happen on mobile—our phones have become portals to hate.

So we took the most iconic flip-phone of all time—the motorola razr—and gave people experiencing hate the power to #HangUpOnIt.

Using a language born from social - GIFs - we had influencers affected by hate create hundreds of them, and used GIPHY to push them out to every social channel and messaging platform.

Our GIFs were tagged with over 2,000 organic search terms, so for every kind of hate—from cyberbullying, racism, misogyny, body shaming, etc.—there was a GIF ready to shut it down. We also invented the world’s first shoppable GIF, allowing people to buy the motorola razr and help stop the hate in real time.

Data and social media suggested that ‘hanging up’ is the most positive association people have with the razr flip-phone. With more than half of Americans have been attacked on social media, and 83% of those interactions happen on mobile. So we aimed to shut it down right at the source, using the language of social - GIFs - to #HangUpOnIt.Research identified HATE as the most hang-up worthy aspect of society - from trolls to tea, memes to messages, selfies to stories. Hate was getting in the way of our audience’s self-esteem, relationships and life experience. We infiltrated key aspects of social media culture - identifying the influencers, the channels, the moments - where we could hang up on hate. We even created the world’s first shoppable GIF, making both hanging up and commerce more immediate than ever.

Data and social media suggested that ‘hanging up’ is the most positive association people have with the razr flip-phone. So we asked ourselves what our audience would like to hang up on. Research identified HATE as the most hang-up worthy aspect of society - from trolls to tea, memes to messages, selfies to stories. Hate was getting in the way of our audience’s self-esteem, relationships and life experience. And #HangUpOnIt was born. We infiltrated key aspects of social media culture - identifying the influencers, the channels, the moments - where we could hang up on hate. And we chose a natively social language - GIFS - as the way to #HangUpOnIt. We even created the world’s first shoppable GIF, making both hanging up and commerce more immediate than ever.

The #HangUpOnIt campaign has garnered some incredible results as it swept through the industry and pop culture. The collective work resonated and appealed across all social channels and audiences seen by significant increases in follower growth. Thus, truly hitting our mark of making the gesture of closing the razr the symbol of the anti-hate movement.

+17% increase association with the brand

#HangUpOnIt has garnered 5 billion+ views

In a short three month period, follower growth has increased 5%, gaining 17K+ IG followers and over 250K followers on TikTok

Total GIFs and Clips at 40M+ views and counting.

Display clickthrough rates increased 27% YOY

Media performance garnered 316M unique reach impressions, nearly up 30%, from the previous internal benchmark.

Razr saw a lift in total sales YOY during month of March on motorola.com during #HangUpOnIt

Motorola nabs no. 3 spot in the US market