In a world of polarized opinions fired by social media, getting people to look beyond their echo chambers, or "filter bubbles," is an idea that's starting to be tackled by brands. Heineken attempted to bridge the divide between strangers with clashing beliefs last year with "Worlds Apart" and now a campaign from Romania is trying to get millennials looking beyond the usual influencers they follow.
Using data on vloggers, T-Mobile owned Telekom Romania and agency Leo Burnett Bucharest persuaded some of the country's most influential YouTubers to swap places for a day with vloggers whose content, perspective, and opinions were diametrically opposed to their own. For example, a fitness influencer swapped with a plus size model while a gay choreographer took the place of a macho singer.
The campaign -- promoting Telekom Romania's unlimtited video offer and slogan "Life is for sharing" -- has so far reached nine millions views and has been widely covered in Romania media, while half a million people have now subscribed to some of the vloggers with opposing views.
"Obviously the filter bubble is a bigger issue than we can solve with one campaign," says Leo Burnett Bucharest Chief Creative Officer Ali Bati. "It would have been easy to be part of the problem, but we opted to be part of the solution instead, using our collected data to bring opposites together. So far, it seems like we succeeded."