Today, Rihanna dropped her sophomore Savage x Fenty fashion show on Amazon Prime. When she debuted the event last year, it earned praise not just for the entertainment value, but also for its inclusivity. To ring in the 2020 fete, Rihanna brought that diversity to her marketing in a social media campaign that “censored” itself before the powers that be could get to it.
Created out of Mojo Supermarket, the #SavageNotSorry effort leveraged Instagram’s “sensitive content” filter to make sure that the images of Savage X Fenty models, representing all sorts of body types, would draw viewers in. Along with the pictures, the campaign added fake censorship warnings to slideshow posts, featuring phrases like “Thicc Content,” “Unapologetic Content,” and “Spicy Content.” Those who swiped left would see the images of the models.
The idea was inspired by Savage X Fenty and founder Rihanna’s past experiences on Instagram. Mojo Supermarket saw that the brand’s photos consistently get reported on the platform and thus get pulled or censored because, according to the agency’s Chief Creative Officer Mo Said, "some bigot, somewhere, doesn’t like seeing lingerie models with different skin tones, body types, ethnicities, or sexual orientations." Rihanna herself has had her account disabled after the platform deemed some of her photos “NSFW.”
The campaign also includes a suite of customizable content that allows fans to share their own #SavageNotSorry stories.
“Without a big media budget or the ability to throw a big promo party, we knew we needed a campaign that would spread on its own,” said Camilo Galofre, Mojo Supermarket director of art and design in a statement. “The best kinds of campaigns are the ones where the fans participate choose to become your media plan.”