Telekom Romania Bursts Audiences’ “Filter Bubbles” with Vlogger Swap
In support of Telekom’s “Life is for Sharing” platform, Leo Burnett Bucharest enlisted some of Romania’s most popular vloggers to swap channels with their polar opposites
Telekom Romania and Leo Burnett Bucharest launched a campaign to burst the social media “filter bubble,” the result of algorithms feeding users information based on past behavior that reinforces what audiences already know and like across social media platforms.
The disruptive campaign used some of Romania’s most popular vloggers to introduce young people to communities and perspectives far from their ordinary preferences. Leo Burnett Bucharest identified vloggers whose audiences had very little in common and whose content rarely strayed outside their rigid filter bubble. Pairing vloggers with opposite perspectives and audiences for the stunt, the pairs swapped channels for a day and effectively beat the algorithms that would otherwise limit the vloggers’ reach.
The campaign initially set out to reach 1 million millennials, but far surpassed expectations, reaching more than 8 million viewers. The vlogger episodes also reached YouTube’s top five trending list twice – a first in Romanian advertising. In the end, the vlogger swap campaign reached far beyond the vlogosphere, generating national conversation and educating the public about online filter bubbles.