NEVER SETTLE

THE
COMPETITIVE
S T R AT E G Y
BEGINNING &
INCEPTION OF THE
BRAND
 OnePlus was founded on 16 December 2013 by former Oppo vice-
president Pete Lau and Carl Pei.

 The institutional shareholder of OnePlus is Oppo Electronics.

 The company's main goal was to design a smartphone that would balance
high-end quality with a lower price than other phones in its class, believing
that users would "Never Settle" for the lower-quality devices produced by
other companies. 

 The company unveiled its first device, the OnePlus One, on 23 April 2014.

 
IN DECEMBER 2014, ALONGSIDE THE
RELEASE OF THE ONEPLUS ONE IN
INDIA EXCLUSIVELY THROUGH
AMAZON, ONEPLUS ALSO ANNOUNCED
PLANS TO ESTABLISH A PRESENCE IN
THE COUNTRY, WITH PLANS TO OPEN 25
OFFICIAL WALK-IN SERVICE CENTERS
ACROSS INDIA.
INSTAGRAM
STRATEGY
 INFLUENCER
MARKETING
• OnePlus India, a five-member digital team led by Aditya Jarial works closely
with Influencer Marketing Partner Ripple Links to create a robust influencer
driven strategy.
• Brand’s “ability to quickly act on and pivot on suggested strategies.” 
• The brand has utilized Influencer Marketing to build stunning content and
maximize campaign impressions through collaborations with top influencers
around product launches.
• Helped in targeting a new customer base.
1. COMPLETE CREATIVITY
• Before the launch of the OnePlus 6T, the
brand opened a challenge to its loyal
community base- to capture a T in any
form.
• To spur the imagination of the users,
OnePlus India collaborated with
illustrators, food stylists, photographers
and lifestyle influencers to imagine the T
as a Transformer, in cakes and pies, forests
and masala silhouettes to name a few.
2. THE ULTIMATE MOBILE
LAUNCH
• 150 influencers traveled to capture an
image in the shape of a T, to celebrate the
launch of the OnePlus 6T.
• On launch day, the brand created the
largest influencer roadblock in the country
where 150 influencers went live in 3 hours
generating 5 Million in engagement and
80 million in impressions.
• 400+ fan pages reposted the content to
gain an additional 50k in engagement.
Fans and followers also generated content
by photo-shopping themselves into the
posts and creating collages with their
favorite influencers adding a viral element
to the campaign.
 THEIR VIDEO CONTENT ON
POINT
• Watch any video on the OnePlus India
handle and see that they exude cool.
• Their production quality, creative edge and
soundtracks are unlike any other brand.
Recently the brand created a video around
their trademark “Slit, Drop, Pop” unboxing
style that showcases 6T ways (6T, get it?)
that plays like a music video.
• https://www.instagram.com/p/BjNVa2nnMl
X/?utm_source=ig_web_copy_link
• OnePlus Insta Stories Film Festival.
• https://www.instagram.com/p/BsA9QF8lvg
x/?utm_source=ig_web_copy_link
YOUTUBE
STRATEGIES
YOUTUBE CAMPAIGNS
• SHARE YOUR LONGEST DAY:
Live life to the fullest film and share your
longest day
#ONEPLUSGOEXPLORE
OFFER: Win a OnePlus 7 Pro

FASCINATION WITH SPEED:

•Delved into the history of speed, how
and when humankind attempted to get
faster for getting better.
TAGLINE: “Speed is something we
need”
• One plus academy session for
photo shoot in INDIA
#SHOTONONEPLUS
https://www.youtube.com/watch?v=GMMMNxnGt
_E
• Also shot some of the episodes
of sacred games 2 a NETFLIX
original series and also launched
Kantabai mini series
https://www.youtube.com/watch?v=7daolOqSe98

#LOVEYOURSELF by
oneplus to show you have
everything on your palm and
support the community
https://www.youtube.com/watch?v=6gNqb_vZoqc
• STRATEGY 2:
Celebrity Endorsement:
Picking artists selectively from a variety
of industries like:
Amitabh Bachchan
Sushant Singh Rajput
Chef Vikas Khanna
Comedian Vir Das

• STRATEGY 3:
AIM: To take their customers on a
journey where they can experience the
NEVER SETTLE way of life
https://youtu.be/NbPBrXJ4FlY
 MOST POPULAR YOUTUBE VIDEOS

• https://www.youtube.com/watch?v=vKnLCsxmAss
Bunty from sacred games unbox one plus 7 Pro
• Be college ready with ONEPLUS youtube campaign was also got very highest views
https://www.youtube.com/watch?v=MaAfMcDgHEg
TWITTER
STRATEGIES

15
POST
STRATEGIES
HIGHLY AUDIENCE ORIENTED.
LONG TERM CAMPAIGNS.

MOSTLY FOCUSING ON PRODUCT

DESCRIPTION AND OFFER POSTS

INFLUENCER PROMOTION AND

FESTIVAL BASED POSTS

16
SUGGESTIONS
• Short time campaigns and
contest
• Rewetting the fan page posts
• More customer review posts

22
FACEBOOK
STRATEGIES
• The mobile technology ran a Facebook
campaign to build excitement for the
launch of OnePlus 5T, resulting in 14%
more devices sold amongst audiences
exposed to the campaign.
• OnePlus created a pre-launch buzz on
facebook for its OnePlus 5T, reaching
North American males aged 18-35 who are
early technology adopters with a keen
interest in technology.
• The brand ran 12-second in-streaming
video ad in mobile News Feed, instant
articles and Facebook suggested videos.
• Strategic engagement with potential
customers throughout the campaign not
only influenced brand awareness but also
translated interest into sales.
“ WE HAVE CAME A LONG WAY SINCE
2014, WITH JUST A COMMUNITY OF
BRAND ADVOCATES ON FACEBOOK TO
STRONG SALES NUMBERS IN 2018. THIS
IS A TRUE TESTAMENT TO FACEBOOK’
ABILITY TO MEASURE BRAND AND
SALES MATRIX. WE ARE MORE THAN
EVER- RELIANT ON FACEBOOK TO
BUILD AWARENESS AND DRIVE SALES
FOR ONEPLUS,

BY CHIEF STRATEGY OFFICER ,

OTHER
STRATEGIES
Advertisement:
• OnePlus’s strategy in India involves advertising
on some of the country’s biggest stages.
• The firm sponsors cricket matches for high
visibility.
• Its strategy for reaching younger consumers is
also nuanced: instead of advertising near the
point of purchase, the company uses student
ambassadors to promote its phones and related
products.
Insert Image
• Competitive Price:
• OnePlus’s strategy of packing the best specs
into their phones and offering the most
competitive price seems to have helped the
company the most.
• Its pricing strategy has appealed to the cost-
conscious and flagship-aspiring consumers in
India who want to own the ‘best’ smartphone
in the market but at a competitive cost.
• The phone is cheap, but without
compromising quality.
• It’s relatively low priced with a high
specification ratio.
 “ WORD OF MOUTH: IN THE
“ THE FIRST MAGAZINE
COVER PICTURE SHOT ON A
SMART PHONE”
BEGINNING, THE BRAND
BANKED ON THE ‘WORD OF
MOUTH’ STRATEGY FOR
INDIAN USERS, WHICH MOST
BRANDS DON’T CONSIDER
RIGHT DUE TO THE CLUTTERED
ENVIRONMENT.
29
 • INVITE-ONLY STRATEGY:
WHEN THE COMPANY BEGAN ITS OPERATIONS, IT CAME
WITH A UNIQUE INVITE-ONLY STRATEGY, WHICH WASN’T
HEARD IN THE MARKET BEFORE.

THE BUY BY INVITATION ONLY SYSTEM ALLOWS THE

“
MANUFACTURER TO GRADUALLY FULFILL THE DEMAND
WHILE CUSTOMERS ARE KEPT IN A CONSTANT STATE OF
ANTICIPATION.

THIS ALSO ADDS TO THE PHONE’S APPEAL AS A “VIP

PRODUCT” FOR ONLY A “SELECT” GROUP OF PEOPLE.
ONEPLUS ONE ALSO HAS A VERY GOOD DISTRIBUTION OF
TRAFFIC SOURCES – ANOTHER ASPECT THAT SETS IT
APART FROM THE COMPETITION.

AGAIN, GOING BACK TO THE APPEAL OF THE PHONE’S

EXCLUSIVITY: WHEN SOMETHING IS INVITE-ONLY,
EVERYONE WANTS IT… AND EVERYONE TALKS ABOUT IT.

THEN BLACK FRIDAY AND CYBER MONDAY HAPPENED.

DURING THAT TIME, ONEPLUS REMOVED THE INVITE-
ONLY REQUIREMENT FOR PURCHASE, AND ALLOWED
PEOPLE TO SIMPLY BUY THE PHONE ON THE WEBSITE. 30
 • PHYSICAL STORES:
THE HANDSET MAKER DEBUTED ITS
FIRST "EXPERIENCE STORE" IN INDIA
IN BENGALURU IN 2017 AND
CONTEMPLATES EXPANDING THEM TO
METRO CITIES LIKE DELHI, MUMBAI,
CHENNAI AND OTHER MAJOR CITIES
BY THE END OF 2018.

IN FUTURE, THE COMPANY WANTS TO

INCREASE ITS PHYSICAL

“
AVAILABILITY WITH AN EXPANDED
RETAIL PRESENCE. IT ALSO
PARTNERED WITH CROMA AND ARE
PRESENT IN OVER 100 CROMA STORES
ACROSS DIFFERENT CITIES. 31
WEBSITE
ANALYSIS
• OnePlus website has more visual
content with all the pictures of the
product.
• It has got store map , support details
etc. Which are easy to assess.
• You can buy product directly from the
website after seeing all the
specifications of the products.
• Website also gives the information
about the upcoming events.
• Overall website is user friendly and
mostly focuses showing products with
its price and USP.
THANK YOU