Rihanna is using the experience of having her Instagram account disabled after posting photos that were deemed “NSFW,” to promote the singer’s SavageXFenty and Amazon Prime Video that will begin streaming on October 2.
The #SavageNotSorry campaign, developed for Amazon Prime by Mojo Supermarket, hacks Instagram's 'sensitive content' filter to ensure that its images of empowered women in lingerie can be seen - and shared - by the brand's legions of fans.
Posts feature warnings including “unapologetic content,” “spicy content,” and “thicc content,” but when users swipe left, an image of a SavageXFenty model from the fashion show is revealed with #SavageNotSorry.
Celebrities, such as Rico Nasty, Nazanin Pimentel, and Gigi Goode, are helping to spread the word about this project across their respective social media channels.
In addition to the ‘Sensitive Content’ posts, Mojo Supermarket and Amazon have also teamed up to create a suite of customizable social content that fans can use to express their own #SavageNotSorry stories, launching later this week.
“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’s director of art & design. “The best kinds of campaigns are the ones where the fans participate and choose to become your media plan.”