OnePlus was founded in 2013 by former Oppo executives. They released their first phone, the OnePlus One, in 2014 using an invite system to manage demand. Their marketing campaigns have included contests asking users to smash or donate old phones for a chance to buy the OnePlus One. More recently, OnePlus has focused on video content and partnering with influencers on social media to promote new phone launches.

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ONEPLUS
NEVER SETTLE

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ABOUT THE COMPANY
 OnePlus was founded on 16 December 2013 by former Oppo vice-
president Pete Lau and Carl Pei
 The company unveiled its first device, the OnePlus One, on 23 April 2014.[6] In
December 2014
 On 16 December 2014, The Supreme Court of India and Delhi High
Court banned the import and sale of OnePlus One phones following a lawsuit
by Micromax alleging it has exclusivity for shipping phones with Cyanogen
OS software in India
 OnePlus made its products available in Southeast Asia for the first time,
partnering with Lazada Indonesia

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ITS ONLINE PLATFORMS
 Snapchat-
 Instagram
 Facebook
 Youtube
 Pintrest
 Googleplus

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AD CAMPAIGNS
 Invitation system
 Early phones were only available through a system whereby customers had to sign
up for an invite to purchase the phone at irregular intervals.
 The system was claimed to be necessary for the young company to manage huge
demand. OnePlus ended the invite system with the launch of OnePlus 3 on 14 June
2016Announced via an interactive VR launch event, the OnePlus 3 initially went on
sale within the VR app itself.
 OnePlus touted the event as the world's first VR shopping experienceThe phone was
made available for sale later that day in China, North America and the European
union on the OnePlus website, and in India on Amazon India

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t’s invite-only. This has been the driving force in
creating the craze behind the phone, as the
manufacturers are appealing to basic human nature:
we always want what we can’t have

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 Smash the Past“
 On 23 April 2014, OnePlus began its "Smash the Past" campaign The promotion
asked selected participants to destroy their phones on video in an effort to purchase
the OnePlus One for $1 (US).
 Due to confusion, several videos were published by unselected users
misinterpreting the promotion and destroying their phones before the promotion
start date. OnePlus later revised the rules of their promotion by allowing consumers
to donate their old phones There were 140,000 entrants in the contest with 100
winners
 ]

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 Ladies First
 On 13 August 2014, OnePlus hosted a contest to give invites, which were hard
to come by at the time, to their female forum members.
 Users were asked to post a photo of themselves with the OnePlus logo, images
would be shared in the forum and could be "liked" by other forum members.

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Effective ads
They tried mocking their competitors in a clean way to grab users attention

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Some strategies
Creativity king
 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.
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

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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

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CONCLUSION
OnePlus + Social Media = Winning strategy
 Now for the traffic breakdown by source: out of all of its main competitors, OnePlus
One is the only smartphone with the greatest amount of traffic from Direct. This
illustrates how strong the brand is – clearly, OnePlus One’s reputation preceded itself.

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 One of the distinguishing features of OnePlus One’s marketing campaign was the invite-only
incentive, which prompted some aspiring entrepreneurs to start selling invites. There was
some question as to the phones sustainability given the business model.
 Then Black Friday and Cyber Monday happened. During that time, OnePlus temporarily
removed the invite-only requirement for purchase, and allowed people to simply buy the phone
on the website. The results speak volumes about the phone’s brand presence.
 On October 28th, the OnePlus website received nearly 2.5M visits – 226 percent higher than
the previous month’s daily average. This traffic volume accounted for one day, but was almost
the same amount of site traffic the company received for all of October.

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 The new smartphone’s reputation as the must-have phone for the tech-savvy lot
had a direct impact on the OnePlus website. Referring tech-oriented sites
helped fan the flames by directing traffic to the product’s homepage, and
ultimately the referrers lent a big helping hand in cementing brand awareness.