Making the OnePlus 5T the new must-have smartphone

OnePlus

Challenge

To launch the new OnePlus 5T smartphone in the UK, increase media impressions and increase share of voice against competitors.

Results

5T has been OnePlus’s most successful product launch to date. Over the year, OnePlus’ revenue doubled worldwide.

We achieved 175 pieces of coverage, with a total reach of over 1.9 billion.

99% of all key tech media covered the launch, as well as nationals/lifestyle, and 69% of top tier media covered the device multiple times. Coverage includes: Evening Standard, The Mirror, The Guardian, Daily Mail, Good Housekeeping, Daily Express, Telegraph, T3, CNET, TechRadar, The Verge, Wonderland, GQ and Esquire.

Challenged by client to increase national/lifestyle/mainstream coverage by 20% vs OnePlus 5 launch. Target of 25 additional pieces – achieved 54 – 116% increase.

90% of reviews awarded 5 stars.

Secured inclusion in national and lifestyle Christmas gift guides, including Wonderland, Metro, The Telegraph.

How

Built up anticipation and buzz ahead of launch day by carrying out a highly targeted and meticulous campaign of seeding teasers and prepping key media and influencers – ensuring content was always tailored to the UK market.

Arranged embargoed desk visits to ensure that all key contacts were pre-briefed and up to date on the brand, company ambition and new product. Key reviewers also received a bespoke pre-briefing tailored to what they wanted to see in their ideal phone.

Created a more lifestyle-friendly story for wider media, with appropriate imagery, angles and content, as well as placing it solidly as a ‘flagship killer’ device.

Created individual approaches for reviews and product placements, tailored to suit each media and influencer. Arranged so reviewers received review phones in waves, again under embargo/on launch day.

Personally followed up all key news media to ensure coverage included correct info, visuals and links.

On-going management of reviews to ensure no misunderstandings or errors.

Immediately followed on with a seasonal approach and kept the 5T front-of-mind for Christmas gift guide inclusion.