From the operational routines of Huawei, Xiaomi, OPPO, and vivo, let’s see how to promote product launches!

The smartphone market has entered a stage of fierce competition. On the one hand, there are more and more competitors, from the old smartphone brands such as Apple and Samsung to emerging domestic mobile phone brands such as Huawei, Xiaomi, OPPO, and vivo . The smoke of war is everywhere. At the same time, influenced by social platforms, consumers' purchasing behavior and preferences are changing accordingly. With the diversification of consumption scenarios and the fragmentation of the media environment, it is becoming increasingly difficult to concentrate efforts to reach consumers.

At this time, many mobile phone brands have chosen to invest heavily in advertising, spend a lot of money on advertising, and spend a lot of money to hire celebrity spokespersons to advertise! Especially the third point, which can be said to be the only marketing strategy for many mobile phone brands .

It is not difficult to see that China's current smartphones are following the routine of celebrity marketing , especially when new phones are released, bundling cooperation with celebrities is the first choice for smartphones.

At this point, I have to force you to explain what celebrity marketing is. The so-called celebrity marketing is that products use the traffic and influence of celebrities to help build momentum for the product and expand brand awareness. Sometimes they are also targeting the strong purchasing power of fans behind the celebrities.

Generally speaking, in the smartphone sector, common celebrity marketing methods include celebrities directly endorsing brands, celebrities collaborating with brands to create IP events, celebrities joining companies to take up relevant positions, and combining celebrity hot spots to create momentum.

However, the fans and phone-changing population of traffic-generating stars are also showing a trend of getting younger. This means that for smartphones and even all brands and products that want to do celebrity marketing, it is necessary to choose a platform to connect the two ends of the traffic pool, fans and celebrities.

According to my observation, celebrity marketing is mainly concentrated on WeChat Moments , QQ Space, Weibo, etc. The first two belong to Tencent’s social advertising platform, while the latter belongs to Weibo’s business scope. Today I would like to focus on how mobile phone companies and other companies can use social platforms to perform celebrity marketing and build momentum for product launches. Next, let’s get straight to the case.

Case 1: Huawei nova2

There is a kind of interaction, allowing fans and friends to work together to promote the new phone #Celebrity fans #Friends selfie carnival #Social screen domination

The entire event closely echoes Huawei nova's brand tone of being young, bold, playful, individual, and selfie-loving. By creating topic activities that interact with friends, the audience can effectively perceive brand information and use social attributes to stimulate widespread dissemination.

Operational highlights:

1. Relying on the young and two-dimensional characteristics of Nova Star, we produced a pilot video of the event that combines animation, fantasy, and comedy elements to arouse viewers' emotional resonance and enhance their sense of involvement in the event.

2. Star IP Zhang Yixing is the leader of the event, making full use of the appeal of fans to maximize the brand's voice;

3. Make full use of social attributes, @your friend to dominate his/her space, and let the prank and funny photos spread like a virus in QQ space, spreading faster and wider.

Case 2: Xiaomi 5X

There is a topic that turns celebrity fans into brand fans #Celebrity fans #Zodiac topics #Personality and creativity #Theme activities fanatical interaction

With the help of Wu Yifan's celebrity IP + 12 zodiac hot topics + photography tips, the celebrity influence and the appeal of zodiac topics are used for the brand, allowing users to effectively perceive the quality of Xiaomi 5X that makes people look more beautiful, converting celebrity fans into brand fans, and using social attributes to stimulate widespread dissemination.

Operational highlights:

1. Big data captures Wu Yifan's fans and divides them into twelve zodiac signs for differentiated communication;

2. Unique social scene native information flow , personalized nickname + 12 zodiac signs differentiated advertising copy , materials, videos, to create user-exclusive advertising;

3. Multiple entrances and all-round ways to guide users to enter the constellation photo gallery for in-depth interaction, such as encouraging users to run for the constellation curator, collecting likes and sharing to win Xiaomi 5X, and daily ranking of curators, etc.

4. Wu Yifan x Xiaomi 5X customized personalized likes, the new experience caused users to like it crazily.

Case 3: OPPO R11 (TFBOYS customized phone)

There is a kind of story that touches the hearts of fans, and they take action #Celebrity fans #Customized mobile phones #Micro movies #Topic interaction #New phone reservation

With customized phones as the core, we communicate deeply with fans through micro-movies and multi-touchpoint interactions, and use strong exposure + strong relationships + strong topics to achieve a combination of product and effect, converting celebrity fans into brand fans and increasing product voice.

Operational highlights:

1. By utilizing the celebrity call function of QQ Space, independent banners of the Space can be directed to target audience fans, stimulating a sense of participation through innovative interactive forms.

2. By posting photos and dominating the screen, the product’s functional selling points were effectively combined, triggering strong support from French fans for the limited edition customized phone.

Case 4: vivo X20

There is a kind of thoughtfulness, which is saying the right words to the right person in the right place #明星球迷#Differentiated communication strategies between Q fans and WeChat fans.

Through the differentiated communication strategies of WeChat and QQ Space, we tell stories in private social circles (WeChat) and interact in flexible social circles (QQ Space), attract students and white-collar workers, deliver new product information in the most appropriate communication method, and achieve wide exposure of the brand.

Operational highlights:

1. Utilize the celebrity call function of QQ Space to record the interaction between users and celebrities. In this innovative interactive form, it can stimulate in-depth interaction among fans of the new ecological platform for young people - QQ Space, and trigger widespread dissemination.

2. Use WeChat Moments ads to present vivid stories that embed product features to white-collar workers, triggering resonance with the product.

Through the above cases, the editor tried to summarize the three common operation strategies used by mobile phone brands when they use celebrity factors and social advertising platforms:

1. Choosing the fan community that best matches the star's topic is the driving force behind a successful campaign

2. Use personalized creative materials or native content that fits social scenarios to quickly arouse the interest of the fan community

3. Communication strategies in social scenarios are very different. Brand/product positioning, TA and scenarios are three important considerations.

It is worth mentioning that some of the above cases and operational strategies are from Tencent’s social advertising platform. QQ and WeChat have gathered the most active young users in China, most of whom are fans of some popular young actress or actor. Whether it is a mobile phone brand or any other brand, if you want to do celebrity marketing and attract these young users, choosing Tencent's social advertising platform would be a very good choice.

At the same time, Tencent Social Advertising is providing a large number of innovative brands with full-link marketing solutions for new product launches, helping to kill two birds with one stone by creating momentum and topics for new products.

The author of this article is @网络 and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games