Bigo Live selected a hashtag that resonated strongly with its target audience: young users of mobile devices. #BeforeIGetOld appealed to young people who wanted to be out experiencing life and sharing those moments with their friends.
Because a large percentage of young, tech-savvy people use Twitter, it was the ideal platform on which to run the campaign. Brand-building campaigns tend to do well on Twitter because they engage community influencers, who then spread the message onwards.
Bigo Live’s video content showed young, attractive people going about their lives — with the app documenting moments for friends and followers. The aspirational content inspired viewers to imagine themselves in the stars’ places, and follow the brand.