Client
Industry
Challenge
SEA Social campaign for color OS
Lack of awareness overseas: Before the project started, OPPO ColorOS was less well known in overseas regions, and all social media channels were in the initial stage of operation, with a low fan base.
The brand image has not yet been established: In the overseas market, competing products such as Huawei, Xiaomi, and OnePlus already have distinctive social media styles. In the fierce competition, the brand image of OPPO ColorOS is still in the initial stage of establishment before the project starts.
Goal
Brand activation through generating social media buzz
Utilize the biggest opportunities of each platform, adopt popular social media marketing methods, plan UGC activities, creative interactive games, challenges and other theme activities, attract fans’ attention through Facebook, Twitter, Instagram, YouTube, and activate the social media atmosphere.
According to the characteristics of major platforms, formulate platform positioning and design specifications with brand style to form brand characteristics.
Show a young and interesting brand image through proactive responses to get closer to fans
Result
Growth in engagement across social media platforms via multiple seasonsed campaigns
Held many competitions, including photography #ColorOSBestPic, #ColorOfCities, etc., organized #ColorOfDiwali events in conjunction with Indian regional festivals, Valentine’s Day event #APerfectPair, etc.
Created the exclusive hashtags #MyColorOS for ColorOS UGC works, attracting more than 4,000 excellent works of fans within seven months, forming the exclusive label of the brand UGC. Attract fans to create a variety of creative UGC creations, in addition to photography works, including brand-related handicrafts, videos, dance, rap, bringing immeasurable exposure to the brand.
We actively guides fans to interact, promotes product highlights and introduces festival hotspots, attracts traffic through various channels, and helps activities and product promotion layer by layer.
#APerfectPair
colorOS leveraged the romantic spirit of Valentine’s Day with a “Perfect Pair” campaign, encouraging fans to find and share their ideal colorOS pairings. This campaign ignited creativity, prompting fans to participate on Twitter and Instagram, generating a total of 3,213 messages. The positive response, evident in the high volume of messages across both platforms, demonstrates the campaign’s success in boosting brand exposure and fostering interaction. The enthusiastic fan engagement and active official participation significantly strengthened the colorOS community and enhanced brand reputation.
#ColorofCities
Under the sudden outbreak of the pandemic, most people around the world cannot travel outside. In this context, Hybrid Rituals, with the concept of “cloud tourism”, leads fans to see the world at home through the lens of OPPO mobile phones, so as to softly sell the photography function of the system and increase the activity of the community. Fans actively participated in this event. In the two weeks, more than 1,900 high-quality UGC photos have been collected, and the quality of the photos is significantly higher than that of the previous event. The event attracted small KOLs in tourism and photography, and the range of fans and works has expanded from Southeast Asia and the Middle East to Europe. During the event, the number of fans increased by 2,556.