Rebranding Oneplus digital Marketing strategy

1. Rebranding
Digital
Marketing
Strategy of
OnePlus

2. About Company
OnePlus Technology Co., Ltd. is a Chinese consumer
electronics manufacturer
Was founded in 2013 by Pete Lau and Carl Pei, based in
Shenzhen China.
Oppo Electronics is a major investor of OnePlus.
1st device, the OnePlus one, on 23 April 2014.
The Company officially serves 34 countries and regions
around the world.
Around 85% sales of OnePlus comes from outside
China.

3. Mission , Vision, Goal &
Objective
OnePlus Mission is to
share the best technology
OnePlus Vision is, "to
pursue excellence
OnePlus main Goal is to
be the best premium
smartphone
OnePlus Objective to
deliver more innovative
products in future.

4. Major Competitors
Of One Plus
• Xiaomi
• ASUS
• Huawei
• Samsung
• Apple
• OPPO

5. Digital
Marketing
Strategy
A set of planned
actions performed
online to reach specific
business goals.

6. Existing Digital Marketing Strategies

8. Invite System strategy • The invite system created
viral waves
• The invite system first
could only be accessed by
OnePlus employees and
associates who could then
send it to whoever they
wanted to.
• This strategy helped them
gain exclusivity in the
market.

9. Tie up with Amazon, Ola &
Air Asia
Amazon India
Ola Air Asia

10. INSTAGRAM STRATEGY
• INFLUENCER MARKETING
• 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.
• 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.
• Helped in targeting a new customer base.

11. 1. Complete
Creativity
• 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.

12. 2. The Ultimate
Mobile Launch
• 150 influencers traveled 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.
• 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.

13. Their Video Content on
point
• Watch any video on the OnePlus India handle and 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.
• https://www.instagram.com/p/BjNVa2nnMlX/?utm_source=i
g_web_copy_link
• OnePlus Insta Stories Film Festival.
• https://www.instagram.com/p/BsA9QF8lvgx/?utm_source=i
g_web_copy_link

14. YouTube Strategies
Biswa Kalyan Rath
Amitabh Bachchan Sushant Singh Rajput chef Vikas
Khanna Vir Das

15. TWITTER
STRATEGIES
15

16. POST
STRATEGIES
HIGHLY AUDIENCE ORIENTED,
LONG TERM CAMPAIGNS.
MOSTLY FOCUSING ON PRODUCT
DESCRIPTION AND OFFER POSTS
INFLUENCER PROMOTION AND
FESTIVAL BASED POSTS
16

17. BUILDING UP THE EXCITEMENT
THE MOMENTOUS MASS
UNVEILING
SHARING THE MEMORABLE
MOMENT

18. FACEBOOK
STRATEGIES

19. • They use a Facebook campaign to
give consumers a first-hand view of
the new device from the comfort and
safety of their homes. OnePlus
created a pre-launch buzz on
facebook for its OnePlus 5T, reaching
North American males aged 18-35 who
are early technology adopters with a
keen interest in technology.
• The brand ran 12-second in-streaming
video ad in mobile News Feed, instant
articles and Facebook suggested
videos.
• Strategic engagement with potential
customers throughout the campaign
not only influenced brand awareness
but also translated interest into sales.

20. “WE HAVE CAME A LONG WAY SINCE
2014, WITH JUST A COMMUNITY OF
BRAND ADVOCATES ON FACEBOOK TO
STRONG SALES NUMBERS IN 2018. THIS
IS A TRUE TESTAMENT TO FACEBOOK’
ABILITY TO MEASURE BRAND AND
SALES MATRIX. WE ARE MORE THAN
EVER- RELIANT ON FACEBOOK TO
BUILD AWARENESS AND DRIVE SALES
FOR ONEPLUS,
BY CHIEF STRATEGY OFFICER ,

21. OTHER
STRATEGIES

22. Advertisement:
•OnePlus’s strategy in India involves
advertising on some of the country’s biggest
stages.
• The firm sponsors cricket matches for high
visibility.
•Its strategy for reaching younger consumers
is also nuanced: instead of advertising near
the point of purchase, the company uses
student ambassadors to promote its phones
and related products.

23. Competitive Price:
• OnePlus’s strategy of packing the best
specs into their phones and offering the
most competitive price seems to have
helped the company the most.
• Its pricing strategy has appealed to the
cost-conscious and flagship-aspiring
consumers in India who want to own the
‘best’ smartphone in the market but at a
competitive cost.
• The phone is cheap, but without
compromising quality.
• It’s relatively low priced with a high
specification ratio.

24. “WORD OF MOUTH: 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.
24

25. Suggesting Digital Marketing
Strategy to OnePlus
UGC (user generated content)
OnePlus can ask its Instagram followers to share their
favorite Oneplus products online with the hashtag
„#Naversattle‟, with the opportunity of being featured on
the oneplus’ social media channels in return
Time-Sensitive Marketing
It's very rare for a business to not have time-based
elements to its business model. Whether it's sales, limited
stock, or a special offer, most businesses will be able to
think of something that will light a fire under potential
customers

26. Start Blogging to Create Awareness of
Brand
Oneplus can start blogging about the
benefits of their product or create a
review site for oneplus products in every
category.
PPC(Pay-Per-Click) Advertising
Oneplus advertising is arguably the most
effective way to increase their sales.
These ads are similar to Google search
ads. They appear when a user searches
for something on a website using the
specific keywords that the advertiser is
targeting.

27. Lead Generation
Oneplus can optimize lead Generation and search for
new ways to do it. They can start by gathering
subscribers with the help of SendPulse’s free
subscription forms. This will allow Oneplus to get
their users' email addresses, names, phone numbers,
and other personal information for further
communication
Set up Marketing automation
Oneplus needs to realize what works, and what
doesn’t, for their digital marketing strategy, they
need to optimize processes by automating them.
They can easily create automated email workflows to
send sequences of emails to support subscriber.

28. Conclusion