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How aggressive influencer marketing helped OnePlus to promote its first music festival in India

Updated: Nov 27, 2019

The brand brought onboard influencers across categories to promote the festival, which led to a reach of more than 19 million on Instagram. = (BrandScore Insights)


Millennials are the trickiest set of people to market to. It is now a known fact that they respond less to ads in comparison to brand engagement and experience. The younger audience loves music festivals and events, and there couldn’t be a better playground for brands to engage with this set of audiences on a massive scale. This makes music events a perfect playground for brands looking to connect with millennial consumers on a massive scale.

Premium mobile phone brand OnePlus’s key marketing strategy is its community-building proposition. According to Counterpoint Research, despite entering late into the highly competitive mobile phone market in India, the brand has toppled a few established brands to stand at the No. 1 position in the premium phones category with a market share of  42% in Q2, 2019. The brand gives a lot of credit to its success to the growing OnePlus community in India. As a token of gratification to the OnePlus community and to build high awareness, the brand recently concluded India’s one of the biggest music festivals, the OnePlus Music Festival, on November 16, 2019, at DY Patil Stadium in Mumbai, Maharashtra.

To create a buzz around the festival, the brand left no stone unturned when it came to influencer marketing. It brought on board influencers across categories who posted content promoting the festival to attract more and more audience. Celebrities like Dua Lipa, Katy Perry, Ritviz and Amit Trivedi, who performed at the event, posted a lot of pictures and videos, creating buzz and huge brand awareness. A few other celebrities like Jacqueline Fernandes and influencers like Nitibha Kaul posted content on Instagram to promote the event.

https://www.instagram.com/ameet_trivedi/

The brand was able to garner more than 19 million eyeballs. OnePlus garnered such a reach because of the celebrities who performed and attended. Besides, a lot of other influencers who have a huge following among youngsters posted about the festival on Instagram, which made the campaign an instant hit. The brand spent an estimated amount of Rs 7-8 lakh for this.

OnePlus made sure the artists who performed at the event are loved by the brand’s community. It is unusual for a consumer electronics brand to execute such events on a large scale. Thus, OnePlus brought freshness to marketing in the category.

A huge believer in influencer marketing and community building, OnePlus keeps on coming up with innovative ideas for promotion purposes. When the brand launched its 6T range of phones, it brought on board doodlers and food bloggers to promote the phone.

Posts by doodlers and food bloggers:

https://www.instagram.com/p/BotoDflBHdy/?igshid=3881z7522mct

https://www.instagram.com/p/Bo0rDBjBK7s/?igshid=aqtkdhcq82fj

Also, as seen in the graph below, when the brand launched the 7T range of phones, it garnered more than 30 million eyeballs on Instagram, which is massive.



Sheeko Brandscore graph showing OnePlus performance on Instagram in the last few months

Posts by influencers for the OnePlus 7T launch:

https://www.instagram.com/p/B4fH_i8hqXt/?igshid=19xi1ttac0rap

https://www.instagram.com/p/B3mWXx-AaiA/?igshid=1lk75x2qkhr5o


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