In the fiercely competitive category of mobile handsets, it takes special efforts to carve a space for your brand. Especially when the direct competition is Apple, Google and Samsung, ordinary efforts won’t take you far.
To start with, let’s see what One Plus has achieved in 2018 –
- 40 per cent market share in the premium handsets segment.
- Leader of the pack followed by Samsung which is at 34 per cent.
- One Plus 6, which launched in May, has 30 per cent market share in the ‘above Rs. 30,000’ handsets category.
- One Plus 6 sold a million handsets in 22 days, a record for the brand.
So what efforts were put in to ensure these humongous achievements could realize. The product was superior in hardware and software, at a very competitive price. But more importantly, it is marketed in a very robust manner. Let’s take a look at how One Plus marketed its products in 2018.
- Influencer marketing at its best
The brand roped in 117 influencers from all walks of life to launch One Plus 6. All of them pushed out communication on the same day. Some of the names included Suresh Raina, Mouni Ray, BeYouNick, Nora Fatehi. For One Plus 6T, the brand extensively leveraged their brand ambassador, Amitabh Bachchan, by communicating the USPs of the product through well shot videos.
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- Unique promotional stunts
Some really unique tie ups and marketing stunts were managed by the brand to set it apart from the competition. A limited edition of One Plus 6 Avengers Infinity Wars were created to market the product. This was in line with the Star Wars association for One Plus 5T. Also 6000 free movie tickets were handed to people who bought this via registration of their IMEI numbers.
One Plus 6 also launched a 10 second vertical film on Snapchat, considering the growing importance of the platform for their TG. It was a smart move, as no other competitor was targeting that medium.
To show the superior camera quality, One Plus 6 associated with Vogue India and thus formed the first ever cover shoot of any magazine on a cell phone in India. Aditi Rao Hydari graced the cover of that edition and also was a key influencer at the launch.
Over 500 people in Mumbai came together to unbox the One Plus 6T, thus creating a world record.
- Strong online community management
One Plus has a strong community presence on social media. With one of the most active communities, it regularly arranges photo walks, meet ups across the country. This has been a key feature of the brand and has ensured that any given time there is a continuous inflow of user generated content for the brand. The brand too in return gratifies the community on a timely basis. Having a community first ideology and thus taking sustainable efforts for engaging with it has reaped in a lot of benefits for the brand.
Its efforts both offline and online have set it apart from the competition and paved the way for its future launches too. The brand thus lived up to its tagline of NEVER SETTLE by pushing marketing boundaries and connecting with its community on a regular basis. 2018, has indeed been the year for One Plus. Roll on, 2019.