How OnePlus’ marketing strategy helped the brand enter the Premium category?

While most brands refer to communication themes that appease the attention dwindled generation, OnePlus has managed to create a community of engaged, loyal consumers through a steady mix of content, influencer marketing, UGC, and gratification. Through a cross-platform approach, OnePlus marketing strategy has many takeaways.

Influencer Approach

Influencer marketing in a double-edged sword – one wrong association or forced tweet and the entire campaign arrives to a grinding halt. OnePlus created a network of 117 influencers in one day that helped reach a massive chunk of their TG at the same time. For the launch of OnePlus6, the brand roped in influencers from various stratas including, Suresh Raina, Mouni Roy, BeYouNick, and Anita Hassanadani to pose with the latest smartphone and create buzz.

#OnePlus hits a super six with the hottest smartphone of the year- the #OnePlus6 ! Watch the launch game yourself, check @oneplus_india Instagram stories right away! And if you follow @oneplus_india on Instagram, you could own this beauty too! Lucky winners to be announced on June 1st(T&C Apply). The countdown begins now...

A post shared by Suresh Raina (@sureshraina3) on May 17, 2018 at 5:13am PDT

#OnePlus6 is out! It's time to celebrate! Check out stories on @oneplus_india and follow @oneplus_india to get the chance to win your very own OnePlus 6. Winners will be announced on 1st June (T&C Apply). Stay tuned

A post shared by Nick (@beyounick) on May 17, 2018 at 6:38am PDT

The most remarkable smartphone of the year, the #OnePlus6 launched today! See it on @oneplus_india Instagram stories and follow them this very minute to win this awesome mobile, winners will be announced on 1st June (T&C Apply).

A post shared by mon (@imouniroy) on May 17, 2018 at 4:47am PDT

Fascination with Speed

True to their offerings, Humanity’s Fascination with Speed managed to portray the best qualities of OnePlus handsets through high quality storytelling and cinematography. The video represented everything that OnePlus stood for, without getting to advertise-y or repetitive for that matter – it delved into the history of speed, how and when humankind attempted to get faster for getting better.

Also Read: OnePlus rolls Snapchat campaign for OnePlus 6 launch

Community first ideology

Building a community is probably not as difficult as engaging with and sustaining it. OnePlus has followed up with their community through constant gratification such as movie screenings, showing that they care.

The brand also organizes OnePlus Pop Ups giving the OnePlus community a change to interact and show that their opinion matters.

These are some of the best moments of #OnePlusPopUp Day 1! Hope to see you guys again today! ⚡?

A post shared by OnePlus India (@oneplus_india) on May 21, 2018 at 9:15pm PDT

OnePlus also organized a meetup of 30 of its most engaged community members, giving them an opportunity to interact with the brand and voice their opinions. This helped the brand create a mutually trustworthy relationship.

Walking the talk

Even the best of campaigns can fall flat when they don’t translate into a product that delivers the promise. OnePlus walks the talk through quality smartphones that help win the consumers in the first place.