An omnichannel campaign strategy concept for Nothing, a start-up dedicated to making uniquely innovative consumer electronics.
“We’re building a world where tech is fun again!”
- Carl Pei, CEO of Nothing
In 2025, we’re living in a moment where people are questioning what they consume, how they connect, and who they support. Nothing’s audience is made up of those leading this shift; they crave more than just another overpriced rectangle in their pocket, sold by capitalist overlords. How might we create an omnichannel campaign that allows Nothing to (re)introduce themselves, while boosting the sales of Nothing products?
Campaign Concept
Timeline
21 Days
Creative Direction
Brand Strategy
Copywriting
Team
Natalie Hodgson (Social Media Strategy)
Yohanna Berhanu (Marketing Analytics)
Nothing values creative, sustainable innovation and is leading the charge to design incredible electronic products for those looking to leave the capitalist agenda behind. As a brand, they are sleek, futuristic and playful. Their distinctive visual branding makes a creative strategist’s job easy.
THE AUDIENCEWho are they trying to reach?
Nothing’s audience is made up of younger people (Gen Z and Millennials), students (they offer a student program with discounts), eco and design conscious individuals (they strive to design with sustainability in mind), and creative tech enthusiasts (have you SEEN their products?) They are looking for affordable and unique product alternatives that differ from the costly, cookie-cutter offerings of tech giants.
THE MESSAGECountdown to Nothing
Our campaign “Countdown to Nothing” builds anticipation the way only countdowns can—sparking the thrill of liftoff and change. We cleverly spun “0” as the equivalent to “Nothing”, but the irony is that “Nothing” is actually something. We want to invite a fresh community into a new era where design is bold, pricing is fair, and tech finally has a conscience.
We believe the most applicable digital channels would be a :60 sec commercial spot (that will play on TV and across various streaming platforms), social media (Instagram and TikTok primarily) and traditional e-mail blasts.
Proposed Campaign Metrics
First, we want to attract 3 million viewers through YouTube, Instagram reels, TikTok rosts and streaming ads.
From there, we expect about 3% of viewers (or 90,000 people) to click on our website.
Our goal is for 12% of those visitors (about 10,800) to sign up for our student discount or newsletter.
If just those people buy at our average price of $399, the campaign could make around $4.3 million in revenue.
We’re also aiming for at least 864 referrals solely from word-of-mouth and our sharing incentives.
Part of the appeal of Nothing products are their signature physical capabilities. A strong way to boost audience interest is to have potential customers physically interact with Nothing products to experience the device quality for themselves.
The Scavenger Hunt Experience
Each visitor entering the space receives a Nothing Phone or Ear (2) upon entry and begin an interactive indoor scavenger hunt guided by the phone’s Glyph Interface, haptics, and spatial audio. Clues are delivered through customized tactile feedback which highlights Nothing’s intuitive design language. As guests solve puzzles and unlock new zones, they uncover cryptic messages tied to the campaign’s core themes.
The experience ends with a final countdown, where all devices sync to a 10-second Glyph sequence, possibly culminating in a new product reveal and an exclusive in-person discount for attendees!
This project reminded me that brand strategy is just UX at scale—clarity of audience, intention, and emotion still come first. Once we aligned on who Nothing was speaking to, the campaign almost designed itself.