Influencer Marketing has seen exponential growth and OnePlus in association with Ripple Links have leveraged influencers to build engaging content and enhance community engagement.
The Indian Smartphone market has overtaken the US to become the second largest market globally. The space is highly competitive and brands have looked to stand out with strong marketing strategies. OnePlus India gained top position in Q2 and then, with their highest selling flagship model, the OnePlus 6, they retained the no. 1 position in Q3 2018, according to Counterpoint Research’s latest analysis. The Counterpoint report credits “positive word of mouth along with an effective social media strategy” as pivotal in helping OnePlus India in targeting a new user base.
OnePlus India, a five-member digital team led by Aditya Jarial works closely with Influencer Marketing Partner Ripple Links to create a robust influencer driven strategy. Ripple Links co-founder Deepak Sakhuja believes that OnePlus India has been so successful because of the brand’s “ability to quickly act on and pivot on suggested strategies.” The brand has utilized Influencer Marketing to build stunning content and maximize campaign impressions through collaborations with top influencers around product launches.
1. CompleTe CreaTiviTy
Content is King- a catchphrase brands love but few live, OnePlus India is one of the exceptions. Before the launch of the OnePlus 6T, the brand opened a challenge to its loyal community base- to capture a T in any form. To spur the imagination of the users, OnePlus India collaborated with illustrators, food stylists, photographers and lifestyle influencers to imagine the T as a Transformer, in cakes and pies, forests and masala silhouettes to name a few.
In fact, the majority of the content on their channel is influencer and community-led giving the brand an exceptional level of creativity. Just check out how their feed turned purple to herald the launch of the OnePlus 6T Thunder Purple or the miniature cars for the McLaren Edition.
2. The Ultimate Mobile Launch
With the slew of smartphone launches that happen towards the end of the year, OnePlus India and Ripple Links conceived a completely unique proposition. To ensure that the launch resonated with their urban-savvy audience- a graffiti and mural artist created a large format, graffiti style wall. 150 influencers traveled to this wall to capture an image in the shape of a T, to celebrate the launch of the OnePlus 6T. On launch day, the brand created the largest influencer roadblock in the country where 150 influencers went live in 3 hours generating ~5 Million in engagement and ~80 million in impressions. Some notable names in the campaign were Neha Kakkar, Mouni Roy, Milland Gabba, Remo Dsouza and Bani J. 400+ fan pages reposted the content to gain an additional 50k in engagement. Fans and followers also generated content by photo-shopping themselves into the posts and creating collages with their favorite influencers adding a viral element to the campaign.
3. Their Video Content is Lit
Watch any video on the OnePlus India handle and you’ll see that they exude cool. Their production quality, creative edge and soundtracks are unlike any other brand. Recently the brand created a video around their trademark “Slit, Drop, Pop” unboxing style that showcases 6T ways (6T, get it?) that plays like a music video.
Don’t miss the OnePlus Insta Stories Film Festival that's on until the 31st of December, it’s been awesome so far and will only get better.
With one of the largest brand follower bases in the country ( 2 Million+) OnePlus India not only leads the premium smartphone category in terms of sales but also in terms of marketing strategies that other mobile brands are clamouring to follow.
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