Yubo launches online and OOH campaign ‘Friends, Not Followers’
Social media platform Yubo has launched its first global campaign in a mission to abolish social media ‘followers’.
The ‘Friends, Not Followers’ campaign will be led by a series of Out-Of-Home (OHH) advertising in Australia, along with a partnership with Amazon-owned streaming platform, Twitch.
Yubo CEO Sacha Lazimi
Targeted at its growing number of youth users, including 1.1 million Australians, the campaign is urging its users to forge friendships on its online community.
The campaign will be supported by 175 OOH ad placements across Australia’s 5 major cities over 2 weeks, including 82 Xtrack TVs with spot broadcast in major train stations.
Twitch, will also host a series of pre-roll advertisements, a homepage takeover and a “Show & Tell influencer program” that will consist of a two hour livestream with Twitch streamers, to educate its community on the Yubo brand.
CEO and founder of Yubo, Sacha Lazimi said: “I read that people with more than 200 followers are more likely to say they felt pressure about the way they look than those with fewer followers. This resonated with me – so unlike other social media apps, Yubo is urging our users to not be a follower and instead socialise online in an authentic way and create genuine online interactions without the pressure of ‘how many followers’ they have.”
The campaign builds on Yubo’s focus on building a community online, without influencers and likes, going against the trend of other emerging social media platforms. Earlier this month, TikTok announced a partnership with IPG Mediabrands, in order to help its client base build a presence on the content platform by tapping into its community of creators.
Yubo recently appointed Ogilvy Social.Lab to help the platform boost awareness and usage.
This campaign is aimed to distinguish Yubo as offering a safe space to express oneself by focusing on inclusiveness, transparency and trustworthiness.
The first countries to roll out the campaign are the US, Canada, Australia and the UK, where the brand already has a presence.
Yubo reports to have 45 million registered users globally. The platform offers various ways to interact such as live rooms, private chats, games, and events.
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Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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