Motorola has appointed leading modular agency Modern Citizens to spearhead its social media strategy and content execution in the Benelux region.

The partnership marks the launch of an innovative social campaign titled “Live the moto way”, aimed at positioning Motorola as a lifestyle-driven tech brand.

Developed in collaboration with sister agency Brand Potential, responsible for PR and influencer marketing, and Creative Room, which led EMEA content production, the strategy reflects Motorola’s continued investment in localised, culturally relevant content.

The campaign leverages influencers, user-generated content, and community engagement to tap into Gen Z’s preference for authenticity, creativity, and storytelling.

“Live the moto way” aligns with Motorola’s global and regional content guidelines while delivering a hyper-localised experience tailored to audiences in the Netherlands and Belgium.

The campaign will focus on influencer-led storytelling, partnering with lifestyle and tech influencers to highlight the brand’s latest advancements.

An always-on content model will see new posts and stories published several times a week across Instagram and Facebook, with potential expansion into TikTok.

The content will spotlight Motorola’s progress in AI, foldable technology, and intuitive design through bold and engaging creative formats.

Quirine ter Poorten, Lead Content Strategist at Modern Citizens, said: “It’s great to have the opportunity to work with such a well-renowned brand like Motorola. We have built a strong connection where both parties are open to new ideas and continuously striving to enhance what we offer our target audience.

“Together with our sister company Brand Potential, we’ve established a seamless integration of influencers into our strategy, ensuring smooth collaboration on all levels.”

Harold de Kort, Marketing Manager Benelux at Motorola, added: “In their strategic approach, Modern Citizens demonstrated a deep understanding of maintaining the right balance between positioning Motorola as both a tech and lifestyle brand that delivers meaningful innovation.

“Their team of highly qualified experts across strategy, creative, copywriting, community management, and day-to-day planning are a pleasure to work with. I believe that with Modern Citizens, we have found a social media specialist that can help take Motorola to the next level and its true potential.”