“Polarization of societies is one of the top risks of the decade. This is intensified by filter bubbles.”
VLOGGERS’ SWAP | T-MOBILE
BURSTING THE FILTER BUBBLES USING ALGORITHMS
Filter Bubbles show us only the views and opinions we already agreed with. We identified the vloggers with audiences that had the least in common in terms of consumed content, likes, interests, and opinions. Then, for one day, we challenged them to swap lives. And this time, the algorithms brought the opposites together instead of polarizing them.
Categories: Activation, Social Media, PR
Role: Creative Direction, Ideation, Art Direction, Copywriting, Directing
Recognitions: Cannes Lions, Clio, Eurobest, Golden Drum, Effie
Featured in: Ad Age (Editor’s Pick), Contagious, Forbes, Vice, GQ, Marie Claire, and more.
Case Video
Use of Data
IDENTIFYING THE VLOGGERS
To identify the vloggers with audiences that had the least in common, we analyzed the data from YouTube demographics, Facebook interests, and Google search patterns and more.
The Results
The campaign was widely covered by the media. But the most important result was that more than half a million people started following the vloggers of opposing views.
Featured in
Impact on Pop Culture
ROMÂNII AU TALENT
During the campaign, one of the vloggers, Rengle competed in the #1 TV show of the country: Romania’s Got Talent. With the help of Vloggers’ Swap, he received huge support from the online community and won the show. He became the first openly gay celebrity in one of the most conservative countries in Europe.
