OnePlus is a Chinese smartphone manufacturer known for its marketing strategy of relying heavily on digital platforms and influencer marketing rather than traditional advertising. The company builds loyalty through engaging content on platforms like Instagram, Twitter, Facebook, YouTube, and LinkedIn. Notable aspects of OnePlus's strategy include their initial invite-only system, hiring celebrities as ambassadors like Amitabh Bachchan and Robert Downey Jr., and partnering with influencers for product launches.

1. BY: RAKSHITA KOCHHAR
MARKETING STRATEGY
OF
ONE PLUS

2. ABOUT THE COMPANY
One Plus Technology (Shenzhen) Co., Ltd.,
commonly referred to as One Plus, is a
Chinese Smartphone manufacturer based
in Shenzhen, Guangdong . It was founded
by Pete Lau(CEO) and Carl Pei in December
2013. The company officially serves 34
countries and regions around the world as of
July 2018. They have released numerous
phones, amongst other products.

3. Mission
Our mission is to share the best
technology, built hand-in-hand with you.
We focus on smooth software, powerful
hardware, and expert craftsmanship

4. MARKETING STRATEGY OF
ONE PLUS
While most brands refer to communication
themes that appease the attention dwindled
generation, OnePlus manages 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.

5. PLATFORMS ADOPTED BY
ONE PLUS
One plus like it’s tagline has never settled on
traditional marketing platform. It follows an
intensified marketing strategy across various
platforms like :
INSTAGRAM
TWITTER
FACEBOOK
LINKEDIN
YOU TUBE
SNAPCHAT

6. CONSUMER
GENERATED
COMMENTS AND
SENTIMENTS ON
VARIOUS
PLATFORMS

7. INSTAGRAM
Link:
https://www.instagram.com/oneplus_india/?igshid=qxo0bmzgpd56
One plus has more than 2 Million followers on
instagram with more than 1200 posts.

8. TWITTER
The twitter account has 1.79 million with
11.4 K tweets.
https://twitter.com/oneplus

9. FACEBOOK
https://www.facebook.com/oneplusin/
The facebook page has an approximate reach of
1.2 Million followers

10. YOU TUBE
 The you tube page has
approximately 8.5 lakh
subscribers.

11. LINKEDIN
 https://www.linkedin.com/company/oneplus
The linkedin page has approximately 1.4 lakh
followers.

12. HISTORY OF MARKETING BY ONE
PLUS
 In the beginning, the brand banked on the ‘Word
of Mouth’ strategy for Indian users, which most
brands don’t consider right due to the cluttered
environment. When the company began its
operations, it came with a unique invite-only
strategy, which wasn’t heard in the market before.
At a time when brands spend heavily on their
entry into a new market, OnePlus discarded
traditional advertising mediums. The idea was
clear: restrain expenditure on advertising and
give the cost benefit to customers.

13. CELEBRITY AMBASSADORS
In 2017, the brand roped in Amitabh Bachchan
as its ambassador and created speculations that
the brand might spend big on TV ultimately,
making the cost of the product higher.
However, even after signing Bachhan, the brand
kept the marketing cost to a minimum and
focused on digital mediums.

15. Global smartphone brand OnePlus has unveiled
its latest marketing campaign featuring American
actor Robert Downey Jr (RDJ). The campaign
celebrates the disruptive role that OnePlus has
played in the smartphone industry and reiterates
the brand's 'Never Settle' philosophy. The
decision was announced shortly after the
OnePlus 7 series of phones were launched.

17.  They are exploring new and innovative ideas,
especially on the digital front in order to add value
to their campaigns. Innovative marketing tech is
the way forward for all brands today and OnePlus
is utilising this aspect very well. As a result,
creative digital technology is a part of their
strategy for every campaign and it is evident from
their recent executions new and emerging fields
like Facebook AR.

18. In the last one year the brand has focused
effectively on digital media, especially with the
influencer community. Last year, during the
OnePlus 6 launch, the brand partnered with
various influencers to create a buzz, which
helped the brand reach their TG directly. The
brand has never bombarded the audiences with
too many ads and campaigns.

19. IDEOLOGY OF ONE PLUS FOR
INTENSIVE MARKETING
The influencer-based strategy is directly
beneficial as it is the source of research for
many new phone buyers. Their consumer
insights are well researched and applied