Overview

Leading smartphone brand in India. They intense competition in the mit-top range handset category from brands like Oppo, VIVO, and Huawei.

Scope

Performance Marketing

Brief and background

Reinforcing OnePlus as the market leader via the launch of OnePlus 7 Nebula Blue and OnePlus 7.

Objectives

Create to-of-the-funnel awareness about the new product

Drive engagement and increase brand lift on social media platforms

Drive traffic onto the Amazon website to generate sales

Initial Findings

  • There was a lack of audiences created for both Facebook and Google
  • Google Ads account was not connected to analytics
  • Remarketing was not activated for the ad account on Google

Products used

Google Display Ads

YouTube In-stream and Bumper Ads

Facebook In-stream Ads

In-mobile Ads on Facebook

Approach and Execution

  • Create different audiences on Facebook and Google for both engagement and website traffic
  • Created in-mobile ads and different versions of the 15-second in-stream ads and 6-second bumper ads
  • Created interest-based communication for GDN and targeted them to people who had those specific interests such as: gaming, avid news readers, and owners of Samsung and Apple mobile phones to name a few

Results

140 Million +

Impressions generated for both campaigns

27 Millions

Viewable impressions generated

6%

Drop in bounce rate achieved for the website

$0.006

cost per engagement

33%

of the overall sales on Amazon were attributed to social media ads.

22X

return achieved on the ad spends for the OnePlus website