Verizon are “very demure” for new campaign with viral TikToker Jools Lebron
The world has gone from BRAT to demure like whiplash, with the words of TikTok creator Jools Lebron taking over social feeds. From presidential campaigns to now mobile carrier promos, the world have taken on a “very mindful” approach to what they are putting out into the world and what they want to see, and marketers are eating it up.
“We don’t have a crunchy phone. We don’t do a cracked screen,” Lebron states in the video, in the manner of her viral hit. “I’m not typing on my phone and getting cuts on my fingers. That’s why I partner with Verizon. She keeps it elegant. She keeps it cutesy. She keeps it classy. She does red. She doesn’t do hot pink. She’s not crazy. She’s very demure.”
The new phone upgrade campaign sees the social media personality sending a message to the “girlies” to get rid of their “musty diva” phones and opt for the “demure diva” upgrade. This campaign would mark the first major brand partnership for Lebron, whose signature saying has taken on a life of it’s own. With her following of 1.2 million followers, Verizon’s new campaign was sure to be a hit, raking in 120,000 organic reactions in the first 24 hours of its posting. Lebron even fuelled the new partnership with a caption reading “#VerizonPartner divas trade in your crusty old phone for a shiny new one with @Verizon link in bio.”
This new partnership and conscious mode of marketing exemplifies the attention on a gen z and gen alpha audience, and the kind of authenticity that this generation seeks from the branded content they are consuming. It also displays how creators are the new voices to make a true impact on drawing in new consumers, utilising their catchy saying, viral aesthetics and “cutesie” personalities.
The recent campaign marks another step in the mobile carriers brand refresh, which notably included their infamous viral commercial starring Beyoncé for the 2024 Super Bowl. After a variety of mysterious clips alluding to the superstars involvement in the project, the final reveal saw the singer taking on a number of roles, from astronaut to US president, all to prove she “Can’t B Broken”.
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