Brand and Business Context

OnePlus set out to strengthen its position in the Indian market with an ambitious plan: launching four smartphone models in just three months. With activations and a high-profile launch event already in place, they needed a strategic social media rollout to build anticipation and drive engagement. The goal was clear: establish OnePlus as a leading smartphone brand in India.

Initial analysis revealed key gaps in audience targeting and data integration. Meta and Google lacked sufficient audience segmentation to determine which content performed best, Google Ads was not linked to Google Analytics, and remarketing campaigns had yet to be activated. To address this, new audience segments were built across all platforms, focusing on both engagement and website traffic. Short-form videos were repurposed from the original content to spark interest and identify high-potential audience groups. These groups were then nurtured with “coming soon” sales videos, priming them for the launch.

Further insights revealed that gamers, readers of select digital magazines, and consumers interested in Samsung and iPhone devices were among the most engaged audiences. To capitalize on this, GDN creatives were developed to target these groups and drive them to the main landing page.