OnePlus is a global mobile technology company challenging conventional technological concepts. Created around the “Never Settle” mantra, OnePlus creates exquisitely designed devices with premium build quality and high-performance hardware. OnePlus thrives on cultivating strong bonds and growing together with its community of users and fans.
In 2020, OnePlus along with Vodacom, announced the launch of the 7T Pro and the option for consumers to purchase the device on contract for the first time. The opportunity lay in using well-known creatives with niche audiences to communicate the message of uniqueness, trend setting and distinctive design through content creation and amplification.
The OnePlus brand targets consumers who fit into the “cool kids” persona, aged 16 –25 years old with interests in gaming and tech. Based on this understanding, extensive research went into identifying the three primary creatives and influencers that would speak to the brand’s tagline “Never Settle”’ as well as the launch campaign messaging of “Attitude/Freedom/Individuality is a choice – choose wisely”.
Along with identifying three prominent South African artists who would authentically carry the brand message to launch the device, 20 nano/micro influencers who best speak to the same messaging were researched and grouped into the most relevant campaign narratives.
The Campaign Messages
Attitude is a choice – choose wisely, Freedom is a choice – choose wisely, and Individuality is a choice – choose wisely”. This determined which macro influencers/industry creatives were approached to collaborate on the campaign.
Launch the Device
Launching the new One Plus 7T Pro through developing and implementing an influencer marketing strategy that drives brand awareness, sparks meaningful social conversation and educates the target audience on the exclusive Vodacom contract offering and key product USPs .
Achieve organic Reach (Awareness) to help improve brand and product awareness for the One Plus 7T Pro. This was achieved by allowing the brand the ability to deliver content and tap into the already established audience and influencer reach.