The Story

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.

Category Context

With two major competitors gaining traction through innovative product launches and rising sales, OnePlus needed a campaign that would set its devices apart. The challenge was not just to respond to the competition, but to carve out a distinct market position.

The Goal

We identified three key areas to help the brand achieve their goals:

- Create top of the funnel awareness about the product

- Drive engagement and increase brand lift on social media platforms

- Drive traffic onto the Amazon website to generate sales

The Solution

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.