Telekom Romania disrupts influencer marketing to burst the ‘filter bubble’

Telekom Romania, one of the country’s three biggest telco brands, is bursting millennials’ so-called filter bubbles with a groundbreaking campaign called ‘Swap de vloggeri’ or ‘Vloggers’ Swap’. Using data insights to identify the delineated audiences of the country’s most influential vloggers, the campaign centers on a surprise switch, seeing popular YouTube channel hosts swap places with vloggers whose content, perspective, and opinions are diametrically opposed to their own. The goal: to confront young millennials’ intellectual isolation and to expose them to new ideas, new content, and new material from outside…

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