OnePlus Case Study

You will know what OnePlus does and how the Chinese brand goes popular in foreign countries. The post will work you through OnePlus digital marketing strategy from its affiliate marketing, community management, and social marketing, and more.

About OnePlus

Who does  OnePlus do?

OnePlus,  or One Plus Technology (Shenzhen) Co., Ltd.,  is based in Shenzhen, Guangdong. Founded by Pete Lau, former Oppo vice-president,  in December 2013, it is now popular especially in the United States and India for flagship phones.

Products: OnePlus 8/ OnePlus 8 pro, OnePlus 7T/ OnePlus 7 Pro and phone accessories.

oneplus products

Is OnePlus, Vivo OPPO same company?

Many people are confused about the relationships between OnePlus, OPPO, and Vivo. BBK Electronics from Wikipedia is out of date and you can find more historical details on this post.

It is clear to get the answer from the below chart. In general,  OPPO and OnePlus are owned (partly) by the parent company but run independently.

oneplus, oppo, vivo relationship
Source: tianyancha.com

Besides, Realm works as a sub-brand of OPPO while iQOO works under Vivo. Both of them aim to cater to the needs of mobile phones at lower prices but with good performance.

Brand Ambassador
OnePlus works with ‘Avengers’ star Robert Downey Jr. to endorse OnePlus 7 Pro In May 2019.  Learn more at Verge.

OnePlus Web Traffic

Let’s use Similarweb to take a look at how OnePlus website traffic looks like. (note: similar web data is just for reference and different web analytics tool may have different results)

For geography,  Asia, North America, Europe are the major regions OnePlus serves its customers. China, the United States, the United Kindom, and India get the most traffic.

Oneplus traffic similarweb

As for traffic sources, search (organic search) and direct traffic eat the big pie. Usually for brands, paid traffic only a small portion.

channel overview oneplus

Social Media Marketing

Social marketing is playing an important role in digital marketing channels. People spend more and more time on social network and that’s why advertisers choose these platforms to communicate and engage with the mass audience.

social traffic oneplus

It seems that Youtube is the best way to drive traffic because Youtube is the second biggest search engine after Google and people like to search for product reviews for tech products before purchases.

one plus social traffic

It is worth noting that OnePlus works better than OPPO and Xiaomi on Reddit. Perhaps it focuses more on the community,

  • CN Community http://www.oneplusbbs.com/
  • EN Community https://forums.oneplus.com/
Website &  SNS Fans Account Facebook Instagram Twitter Youtube Reddit
https://www.oneplus.com/ OnePlus 12.9M 3228K 2.1M 1.04M 183k
OnePlus_USA 380.1K
https://www.oneplus.com/uk OnePlus_UK 119.8K
https://www.oneplus.com/fr oneplus_fr 12.9M 35K 155.8K
https://www.oneplus.com/de oneplus_DE 33.2K
https://www.oneplus.in/ OnePlus India 12.9M 2752K 2.1M
https://www.oneplus.com/th oneplus_thai 5250
OnePlus_Support 172.9K

OnePlus has several accounts for each country on Youtube, Facebook, and Twitter, among which the United States and India get the most fans and engagements just as we see traffic analysis above.

Affiliate Marketing

OnePlus has its affiliate program on Awin and CJ. You can find the official program description on the website.

Name Awin commission Link Notes
OnePlus (US & Canada) 10855 2-7% https://ui.awin.com/merchant-profile/10855
OnePlus 5205102 2-7% https://signup.cj.com/member/signup/publisher/?cid=5205102#/branded US,UK,CA(fr/en),FR

As CJ data shows, the top five countries are US, FR, DE, CA, UK.  (Note:  OnePlus CJ  affiliate program is not available for India and China, and OnePlus Awin affiliate program is for the US and CA. For affiliate marketers who want to join their program, please pay attention to its terms and agreement.)

One Plus_CJ_Affiliate_by_Conversant

According to Similarweb, Awin does better than CJ. The affiliate network drive more traffic than Google on display.

oneplus affiliate netowork

For the Student program, OnePlus works with affiliate Student Beans to offer 10% OFF discounts. Students can also use an education email to verify identity.

The referral program can be seen as an additional choice to get points.

  • student program https://www.oneplus.com/education
  • referral program https://www.oneplus.com/referral points
  • affiliate program https://www.oneplus.com/affiliate-program

Email Marketing

OnePlus email subscription design looks beautiful.

oneplus email marketing

oneplus email marketing

OnePlus do not send newsletters daily

oneplus e newsletter

OnePlus 7 Series Case Study

I recorded what happened when OnePlus Launched 7 Series phones.

Timeline

4.22  Pete Law twitter  & Verge Report

4.30 The New York Time Advertising

5.14  Global Launch Event ( US,  UK, India)

5.14-5.15 Pop-up

5.16  Robert Downey & CN Launch Event

5.17 Open Sale

5.18 CN Pop-up

5.21 CN Open Sale

OnePlus works with dozens of Youtube big influencers to do product reviews for the new product launch event. Below chart record influencers who own 1M + followers on Youtube and review the OnePlus 7 series.

Youtube influencers oneplus

Youtube influencers get a lot of views when they create the videos.

oneplus youtube views 2019.5.16

Conclusion

I hope you have a basic understanding of how OnePlus website traffic, affiliate marketing, and influencer marketing look like. With the 5G era coming, the mobile phone industry is becoming more and more competitive.  How brands can quickly respond? What marketer needs to do? What customers need most?

 

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