Digital Brand Management One Plus

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DIGITAL BRAND MANAGEMENT | EMLV BUSINESS SCHOOL | MSC INTERNATIONAL BUSINESS
Final Group Dossier
DON’T COMPROMISE
Submitted By:
NIKHIL P C
DIGITAL
BRAND
MANAGEMENT

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TABLE OF CONTENTS
1. INTRODUCTION
• Introduction to the Company
2. INTRODUCTION ANALYZING ONE PLUS BRAND
• Portfolio
• Website Audit
• Social Media Audit
• Mobile App Audit
• Benchmarking
• Social Media Benchmarking
• SWOT Analysis
• Objectives of Strategy
• Focus Strategy (Launch a New Product Line)
• Online Value Proposition
• Segmentation Strategy
• Targeting Strategy
• Positioning Strategy
3. CUSTOMER JOURNEY
▪ Target Customers
▪ User Persona-1
▪ Customer Journey Mapping-1
▪ User Persona-2
▪ Customer Journey Mapping-2
4. CHANNELS
▪ Creating Seamless consistent integrated communication strategy
5. CONTENT
▪ POEM Framework of One Plus (Our proposed strategy)
6. KPI’s USED TO TRACK CAMPAIGNS
▪ Paid Media
▪ Owned Media
▪ Earned Media
7. REFERENCES

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Introduction to Company
In late 2013, two former Oppo employees started a new smartphone brand called OnePlus. Their
vision was to make OnePlus phones the devices that ticked off every box Android fans needed:
great design, powerful specs, the fastest and leanest software, and a low price. The dream
became a reality in 2014 with the launch of the OnePlus One.
Since then, OnePlus has moved up from its humble beginnings as an online-only niche
smartphone maker to a literal global powerhouse. When you take a step back and realize it’s been
just over seven short years, it really is quite the achievement.
Co-founders Peter Lau and Carl Pei felt that the Android market had a real opening for the “power-
user” that wasn’t properly being represented by the Nexus line. The result was a very community-
driven campaign that reminds me of how users respond to Linux on the desktop.
The main objective of this particular audit for One Plus is where exactly the brand stands. From
the Start of One Plus journey, the brand has maintained Innovations which is the core strategy of
this brand and is maintaining a very high quality by maintaining the price at minimum, this makes
One plus stand out from its competitors.
Attributes that make One Plus a market leader:
▪ STYLISH
▪ MODERN
▪ SLEAK
▪ GENUINE
▪ DYNAMIC
▪ INCLUSIVE
▪ INNOVATION
▪ INTERESTING
▪ DISRUPTIVE
▪ CONSISTENCY
▪ INTUITIVE
▪ MULTITASKING
▪ CREDIBILTY
▪ UNIQUE
INTRODUCTION
ANALYZING ONE PLUS BRAND

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Portfolio
Model Name Code Name International
Release
OnePlus One bacon June 6, 2014
Oneplus 2 oneplus2 Aug 11, 2015
OnePlus X onyx November 5, 2015
Oneplus 3 oneplus3 June 14, 2016
OnePlus 3T oneplus3t November 28, 2016
Oneplus 5 cheeseburger June 27, 2017
OnePlus 5T dumpling November 21, 2017
Oneplus 6 enchilada May 22, 2018
OnePlus 6T fajita November 6, 2018
OnePlus 7 guacamoleb May 25, 2019
OnePlus 7 Pro guacamole
OnePlus 7T hotdogb September 28, 2019
OnePlus 7T
Pro
hotdog October 12, 2019
Oneplus 8 Instant noodle April 21, 2020
OnePlus 8 Pro Instant noodleb
OnePlus North avicii Aug 4, 2020
Oneplus 8T kebab 20 october 2020
Website Audit
One Plus brand have a total of 8 different websites to target different customers in India, Canada,
France, United Kingdom, United States, Deutschland but their main website is oneplus.com and
they have subdomains targeted to specific countries. Landing Page is their home page is very
attractive and elegant with different models of phones and it is country specific. For instance,
Landing page of France website (https://www.oneplus.com/fr) is different from Landing page of
India Website (https://www.oneplus.in/) and it is very different for
(https://www.oneplus.com/global). On page SEO is working for One Plus as their content is
optimized and clear. The websites have SSL Certificates.
We performed website audit for -> oneplus.com/global
Website is secure, to encrypt communications so that attackers can't steal data further preventing
impersonations. This is more secure for both the one plus brand and the users who are landing
on their website.

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The Website uses Cookies for the purpose of site operation, analytics, enhanced user experience,
or advertising. The user may choose to consent to One plus brand for use of these technologies,
or manage you’re their own preferences.
Their website is mobile friendly, this will enhance the user experience of the customers, also
benefits with SEO Rankings by improving the visibility of the website.
Tool Used: Mobile Optimization Test by Google:
https://search.google.com/test/mobile-friendly?id=cAJXOw4IlWo1UFCC3_6h5A
One plus website is dynamic with Videos, high-definition images and graphics which makes user
feel good while navigating the website. Content is clearly explained with proper call to action
buttons to guide users to take action. All pages are linked clearly without any errors. The website
structure is well planned by the brand which shows all phones of the brand and and proper user
manuals to help clients.

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The website has a
thick footer with links
to important pages
and Payment modes
with Social Media
accounts (Facebook,
Instagram and
Twitter)
These are the total number of
indexed pages when a google
search is done for the term One plus
The title tag
and meta
description is
properly
optimized
and goes
well with
search
engine rules.
The website takes 4.748 seconds to load completely.
Tool Used:
https://www.webpagetest.org/result/210328_Xi6H_0af978da52b44ec3c3ab2834d1e6bd9c/1/det
ails/

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Desktop version of the website is much faster than mobile site.
Tool Used:
https://app.neilpatel.com/fr/seo_analyzer/site_audit?domain=oneplus.com&locId=2840&lang=en
List of
keywords
that drive
most
traffic to
the
website
of
oneplus.
The list of SEO Keywords that drive traffic are: one plus, one plus 7t, one plus 8, one plus 7 pro.
One Plus website receives humongous organic traffic of 4.1 million visits.
The website has 111,067 organic words and the domain authority is 84.
One Plus website has a total-backlinks of 7,012,338.
Tool Used:
https://app.neilpatel.com/fr/traffic_analyzer/overview?lang=fr&locId=2250&domain=oneplus.com

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Social Media Audit
Facebook @oneplus 12,999,572 Likes Instagram @oneplus 3.5 Million Followers
Twitter @oneplus 2.3 Million Followers Tik Tok @oneplus-usa 6000 Followers
One plus is very active on major social media platforms for their product promotions, interacting
with their loyal fans and for discounts.
▪ They have close to 13 million likes on their official Facebook account, Page is actively
posting and they have good engagement with their fans.
▪ On their Twitter, they will update about their new product launches in Bio Section and also
pinned post will be related to their upcoming products or system updates, with a link to pre
order.
▪ Also, the company responds well to user generated content. One plus also has twitter
accounts related to the country, for example @OnePlus_IN @OnePlus_UK
@OnePlus_USA
▪ One Plus Instagram account is a mixture of product launch details, product features and
Photos captured by users using their phones. Instagram Stories is about their beautiful
pictures shot on One Plus Phone camera.
▪ One Plus is relatively new to Tik Tok, they are collaborating with celebrities and reposting
the content along with some product videos.

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Mobile App Audit
One Plus Mobile app navigation is very easy and the content isn’t more and any user can
understand the options under a minute, almost everything is simplified, user can find everything
in less than 4 clicks.
When the user opens the app for the first time, Terms and conditions appear after that when the
user lands to the app, location is automatically detected and can find the e-commerce section
under the location ribbon.
This is followed by Compare and Shop Option, where users can compare the one plus products
by having a quick look at the features of the phone and also to avail the exclusive offers.
In this app landing page users can also find out about the new launches of One Plus segments,
other wearable products along with the chat support and events where users can answer
questionnaires to win goodies.

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Discover section of Mobile App is about their content related to products, features and benefits of
one plus. The section is about #Community #Technology #UserStories #OxygenOS #Accessory
and #LatestLaunches
Account Section of One Plus Mobile App is about Login Details, Order Details, Referral Program,
Settings, Help Centre and About Us.
There is another Section related to Support for Smart Diagnosing, troubleshooting with additional
features like Find My Device, User Manual, Repair Pricing and Warranty Policy.
When the user is any section of the page, top right corner section will be icon which will direct the
user to ecommerce section of the app with just one click.
The entire mobile app is very well designed, minimal and the speed is excellent which is liked by
their customers all over globe.
Product Launches are highlighted in the e-commerce section of the application, for instance their
new product will be launched in couple of days and the app highlights the latest model with the
features and pre order notices and also Refund Policy is clearly stated.

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Users can select the color of phones, select the Capacity and find out special offers related to new
product like Ear Buds, One Plus Bands and also Payment terms for the product.
One plus currently accepts payments by credit card, Net Banking, Debit Card, EMI options and
also the wallet payment through their app.
When a user clicks on notify me button, the page is directed to the update their email so that the
users can be notified when the product is available.

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One Plus App offers cross selling of their products in their mobile e-commerce section, for instance
if the user has added One Plus 5 mobile in the card the user will be suggested Mobile Case, Warp
Charger, Cable, Ear Buds, Tampered Glass, Head Phones, Mobile Case.
Payments
are Secure
In the mobile
app.
FAQ section clearly highlights the solutions to the potential challenges faced by the One Plus
customer.

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Benchmarking
As we can see the global smartphone market share, Apple is still leading with close to 25%
followed by Samsung with 16% The market share for BBK Group (OPPO, Vivo, Realme, and
OnePlus) has increased from 20% in Q2 to 22% in Q3 2020.
Though One Plus has very little market share, In India One Plus has 15% market share, India is
the most profitable market for One Plus Phones. The rise of OnePlus as the king of the premium
segment coincides with the launch of its popular flagship, the OnePlus 6.
Market Share of One Plus, India

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Social Media Benchmarking
Facebook
From the above picture, shows a benchmarking of One plus and its competition, Samsung
Electronics. For the Facebook post per day, Samsung is leading for receiving 3.6 more
engagement per post than OnePlus. Samsung also received 4.7 more times shares per post than
OnePlus. And coming to Follower rates OnePlus wins in this category, but lost in the engagement
battle.
For the engagement rate Samsung is leading on Facebook with 0.074% and One Plus is next on
the chart with 0.008%
The post per day, One Plus is leading with a 7.36 score and Samsung 0.50. One Plus posts
more frequently each day compared to Samsung.

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Instagram
From the above picture, shows a benchmarking of One plus and its competition on Samsung
Electronics on Instagram. For the Instagram comments post per day, OnePlus is leading for
receiving 3.1 more engagement per post than Samsung. For followers, Oneplus is leading with 8
times more followers than Samsung. The engagement per post, Oneplus is also leading receiving
12 times more engagement per post than Samsung.
From the above chart on Relevant Hashtag which excludes hashtags on comment section,
Samsung has the highest score of 8, and One Plus with a score of 1.15.
From the above graph it is evident that One Plus receives more comments than their competitor
Samsung. One Plus has close to 235 comments per post.

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Twitter
For Twitter, One Plus has 4.2 times more followers than that of Samsung, and 6 times retweets
per tweet than Samsung also based on engagement per post, One Plus receives 2.3 times more
engagement per post than Samsung. We can say that on twitter, their brand presence is felt and
there’s a lot of engagement with their customers.
For the tweets per day as seen above, One Plus is leading with the highest number of tweets per
day, followed by Samsung. It is expected following the number of engagements we saw on the
previous chart.
One Plus gets the highest of retweets per tweets with a score of 245 and Samsung 41.6. we can
say that One Plus create good content and engage their customers to a large extent on twitter to
have this number of retweets.

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SWOT Analysis
STRENGTHS
Premium Smartphones with minimum design and elegant looks
Born as a lean start-up, now a fast-growing tech company
Disruptive and Value pricing
Diversity of Employees, Young Environment, New Talent
Marketing: Invite System, One Plus Forum
WEAKNESSES
Very Young Company, Not very well established
Limited Production Capacity
Highly competitive mobile industry
Only 2-3 variants per year
OPPORTUNITIES
Strong Presence in Asian Market due to demand
More Technological Advancement due to changing consumer needs
Broaden Geographical Market to make phones available in different countries
THREATS
Fast Changing Technology due to massive investment in R&D
Competitors like Apple and Samsung who are very well established
New entrants selling equally competitive phones at lower price like Redmi, Poco

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Objectives of the Strategy
The main objective of one plus should be to Increase Sales by encouraging customers by re
purchase of new variants of one plus phones and cross selling of products like ear buds, mobile
case, warp chargers and watches as value addition.
Fix the bugs in the existing customers’’ old phones to be able to retain them.
Focus more on customer service by taking queries on social media platforms.
Focus Strategy: Launch New Product Line (One Plus Tablets)
Launching a tablet in correlation with customer needs of older
OnePlus features but also advanced features. The tablet will have
essential free apps as a promotion technique such as music and
gaming apps for a period of 6months to a year. Produce tablets in
many colors and many variants for children and adults. Educational/
recreational features for children and business features for working
professionals. The tablet can offer a wide range data plan provider for
their target market. Having a better camera feature on their tablets will
put them at a competitive advantage. Launching a tablet will make
OnePlus compete with other brands such as the Samsung Tab S7.
From the above comments on One Plus Forum we can say that there is a demand and
requirement among the customers for One Plus to launch the Tablets

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Online Value Proposition
Segmentation Strategy
▪ OnePlus carefully selected a few countries to begin with. This helped in giving more
importance to the needs and wants of the selected market and devised a strategy for it.
▪ Data is the crucial element of this segment. They targeted all users who are so particular
about their products needs to be made out of high-quality material and want the best
specification in their smartphone.
▪ Psychographic segmentation divided the user base according to their lifestyle and values.
OnePlus segregates and targets those people whose lifestyles are more revolving around
technology, to be more specific android geeks and nerds.
▪ It is where market is divided in terms of benefits, needs and values a customer expects
from their products. OnePlus offered customers the best value for money product.
Customers benefited from high-end specifications, build quality, ergonomics and even a
better-looking phone.
Targeting Strategy
▪ Instead of trying to reach an entire market, One Plus uses target marketing to put their
energy into connecting with a specific, defined group within that market.

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▪ The age from 14 to 35, is their sweet spot. It includes the tech enthusiasts and Android
fans. This age group appreciate the technology and would understand the price to
performance ratio of the product. They are indeed the biggest users of smartphone. Their
usage basically consists of social media, taking pictures, using multimedia, etc.
▪ The age group from 26-35 years, is also a crucial market due to their buying power. These
age group are inclined to use the device for more productive work like sending mails, GPS,
all day battery life, heavy multitask processing capability.
Positioning Strategy
OnePlus has come up with a very bold & daring motto, “THE FLAGSHIP KILLER”. From the very
beginning it started with challenging the most selling & the highest market share holder “Apple
iPhone”. Positioning can help in creating a brand image in the minds of the target audiences
and can only be argued in the execution of what differentiates it from other brands existing in
the same market.OnePlus created massive awareness within days with their Brand Positioning
against the competitors. The phone’s technology & specs were advanced or on par with its
competitors. And at the same time, it offered a lower price for this Premium product.
With their slogan, “NEVER SETTLE”, they managed to get into customers mind as a unique
brand. For a period of time, they managed to convince the niche market that they were better
than iPhone & Samsung galaxy phones.
Target Customers
▪ Someone whose previous smartphone was a budget device that lacked sufficient RAM
and storage configuration
CUSTOMER JOURNEY

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▪ Someone whose previous device was an old Samsung that ran on Touchwiz or even
Samsung Experience U I.
▪ Someone who wanted to own a One plus device for a long time but have not due to
increasing prices of One plus flagships each year.
▪ Someone who wants to experience a 90hz amoled display at a less than 700 USD price
point.
▪ Someone who is specifically looking for a wide-angle selfie camera.
The usual target age group of customers ranges from the 14-35 year olds, as long as the person
has the ability to purchase and use the products that OnePlus has to offer in the market.
Teenagers to early adults (age 14-25): This age group of OnePlus product consumers is mostly
technology savvy. Teenagers can be considered one of the firm target markets that need the
smartphone for entertainment. This group of target mostly use the smart phone for socialize with
friends, listen to music and Facebook, Instagram, Twitter etc.
Adults (age 26-35): This specific group of targets the largest portion of OnePlus’s target market
as this is the group of consumers that have the most ability to purchase OnePlus. OnePlus phone
is beneficial to adults for their everyday needs such as phone calls, map directions, internet
connection, documents and cameras. Carrying the smartphone makes adults lives much easier
for communicating daily.
User Persona - 1

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The user persona above shows us an ideal male OnePlus target customer and the things he is
most likely looking into such as media channels, preferred brands, what motivates him, his
personalities, the target customer’s pain points and frustrations. This prototype is a useful tool to
help OnePlus target its male audience.
Customer Journey Mapping - 1
This is a simple roadmap into OnePlus’
customer interaction. It shows the stages a
person decides to look into a OnePlus brand,
considers and compares various brands, the
experiences the customer has with the
product and shows the customers’ final
commitment in purchasing a product. This
will in turn increase brand loyalty and
satisfaction for the customer.
User Persona - 2

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The user persona above shows us an ideal female One Plus target customer and the things she
is most likely looking into such as her preferred media channels, preferred brands, what motivates
her, her personalities, the target customer’s pain points and frustrations. This prototype is a useful
tool to help OnePlus target its female audience.
Customer Journey Mapping - 2
As stated above, this is a simple
roadmap into OnePlus’ customer
interaction and expectations. It shows
the stages a person decides to look into
a OnePlus brand, considers and
compares various brands, the
experiences the customer has with the
product and shows the customers’ final
commitment in purchasing a product.
This will in turn increase brand loyalty
and satisfaction for the customer.
URNEY
Creating Seamless Consistent Integrated Communication Strategy
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Search Engine Optimization
Oneplus.com/global has an SEO Rank of 25/30
Tool Used to perform the test: Hubspot
https://website.grader.com/fr/tests/oneplus.com
CHANNELS

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As per our test results, SEO rankings can be higher if the text to links is specific instead of being
generic.
Recommendation: No H1 headings are specified in the website, these headings are very important
for search engines to rank higher and help structure the content.
One Plus focus should be more on Long form content, that is even more persuasive to get more
traction from different countries. The latest trends show that focus should be more on mobile
version of the site than desktop version as almost everyone has a smartphone today with an
internet connection, It’s a good idea for one plus to focus more on Mobile SEO and the future is
voice search, The websites should invest heavily on Voice Search as more and more people are
leaning towards Voice Searching on their mobile devices.
The content should be relevant, serve a purpose and make the customer take action after
consuming the content from their articles and videos in their blog section.
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Online Advertising
One Plus is currently investing very less in Paid Search Ads and Display Ads. The company
believes that, “if the product is well made, then it will bring in money organically as well”
The overall traffic received from Paid Search is 1.17% and 1.44% through Display Ads.
Tool Used: https://pro.similarweb.com/#/website/worldwide-
overview/oneplus.com/*/999/1m?webSource=Total

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Though One plus receives close to 61% traffic through organic search and 26% through direct
reach, The company must invest in search engine ads and social media ads to reach more people
that are matching their Ideal Customer Profile in Europe, Africa and American Countries.
This will give them a competitive edge over other brands since there is fierce competition in this
segment.
One plus should consider video advertising options in Youtube Search Engine.
By using advanced contextual targeting feature to drive mass reach for
advertising in specific contexts like their previous search results and based on
interests of the viewers can benefit the company. One Plus competitors like
Apple and Samsung are already starting to make the most out of
YouTube’s reach and relevant content to meet their business goals.
One plus should invest heavily in Google Search Ads and Google Shopping
Ads will boost the traffic to the ecommerce site and One plus should have a
strategy to retain the users who visited this page by providing exciting offers
and Product details with interesting options like to add to the waiting list for new
product launches and offers for the previous models of one plus. Remarketing
ads for the users who viewed a particular section of e-commerce page or when
performed a specific task will get more returns for the company.
One plus should invest heavily in social media ads like Facebook, Instagram to
appear on accounts and stories ads which is more effective and also messenger
ads to stay in the loop on customer’s mind. One plus can also collaborate with
micro influencers on Snapchat and Tik tok as they have very little to no presence
on these platforms.
One plus should also consider investing in alternate search engines like Baidu
and Bing so that they don’t miss out on any opportunity to get hold of new
customers.

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One plus must consider SMS Marketing as the open rate is more and also One
plus can make it more effective when SMS can be used to wish the existing
customers on their birthdays and important events as this will improve the trust
on the brand and also people like to receive the messages that are personalized.
A Call-to-action link to an SMS Landing page will make it even more interesting
as this feature is very less explored by brands and One plus can greatly benefit
From this strategy.
One plus is currently making very less use of the email collected in the landing
page and their apps, One plus should make use of this tool as the conversion rate
is more than any other tool and the amount spent will be very less compared to
other tools but if used effectively can make one plus a leader in global smartphone
segment. Email campaigns for tutorials about making videos, taking good pictures
can be more effective and helps in retention and upselling of related products.
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E-commerce and M-commerce
Currently one plus is utilizing the m-commerce and e-commerce to the maximum, the navigation
is easier, it will more effective to use the Augmented Reality in their application and desktop
version of e-commerce site to let the users know and have a good look how the devices look in
real life will pay off greatly considering the AR usage is on upward trend, one plus must consider
using this strategy to be creative and make a lasting impression on their target customers.
One plus has crafted unique Share the video if you (user) too are an achiever and Never Settle
for anything less than the best. Our proposed content strategy is long form video content.
Link to the Video: https://youtu.be/NbPBrXJ4FlY?t=4
Was shared on their Youtube channel in Mar 2016 with over 1M views- The film shows a bunch
of young people going about their lives and doing things, with a thickly accented voiceover working
to sew the pieces of their lives together.
THE CONTENT (STORYTELLING)

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The campaign aimed was to touch that emotional chord with their audience and inspire them to
push themselves to try once more, to give things another go and then another, as that’s what
makes the difference between good and great the brief given by the client was very clear in its
requirement: no specific product features to be highlighted and just convey what we stand for as
a brand.
OnePlus is a young company always pushing its limits. OnePlus has never been
only a phone. OnePlus mantra “Never Settle” was created with the idea in mind
to always work to improve the user experience for their fans.
OnePlus creates together, hand-in-hand with users, to invent, develop, and
challenge the way tech works. It’s the community who makes OnePlus better
every day. OnePlus was born out of a simple, bold idea: make a better phone.
But, not just a better phone – a better way of doing things. Its spirit to ‘Never
Settle’ drove it to go ahead with nothing less than extraordinary. This ‘OnePlus’ spirit exists in all
of us. While we may have achieved something, we still believe that we can do better. This video
is for all those who Never Settle and believe that the best is yet to come. They push themselves
to try once more, and give that another shot and then another one to make things better than the
best.
POEM Framework of One Plus (Our Proposed Strategy)
Type of Media Examples used by One
Plus
The Role The Benefits
PAID
MEDIA
▪ Display Ads
▪ Search Engine Ads
▪ Sponsored Social
Media Posts
▪ YouTube ads
▪ 3rd
party e-
commerce
advertising
▪ To maintain the
demand and
stay in touch with
customers all
the time
▪ Reach more
targeted audience
by placing ads in
search engines
and social media.
OWNED
MEDIA
▪ Website
▪ Mobile Site
▪ Blog
▪ Social Media
Pages
▪ Built for long term
relationship with
the customers.
▪ Cost Efficient
because it only
involves low
maintenance and
updates
EARNED
MEDIA
▪ User generated
content
(Likes, Shares....)
▪ Key role in
launching
new product and
sales.
▪ Most credible as
people are
engaging on the
content

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In order to measure the effectiveness of the proposed content strategy, several key performance
indicators, KPIs, can be applied to measure level of success of the Storytelling Campaign.
Paid Media
Search Engine Ads: Google Search Ads is arguably the most powerful ad platform when it
comes to matching your promotion with user intent. Since it’s a story telling content,
tracking Impressions are very important. It is important to set the time frame to know the
impression count for the promotion of the content. It is also important to note the number
of clicks of the ad and analyse it every day. Average CPC helps to know the amount spent
on the campaign since the beginning. When the user takes a specific action i.e the
conversions are tracked to know the data about the users who visits a specific page of One
Plus site. For instance, our proposed content strategy can be published in google ads and
can be redirected to the ecommerce section of the one plus website.
YouTube Ads: Core engagement performance can be measure by the number of views and
engagements the video ad receives on a daily basis. Average watch time is another important
metric to know how someone watched the video ad in YouTube. YouTube ads should be
redirected to the product page to spike the curiosity amongst the viewers.
Sponsored Social Media Posts: The storytelling videos are repurposed then in social media and
Engagement is the key metric that helps us know how many people are interacting on the page
and with the content. Engagement will be measure based on the number of likes, retweets,
comments, shares. Click-through-rate can also be measured in social media ads which is
important to data to find out if the content is resonating with the audience. For instance, Sponsored
Instagram, Facebook and Twitter Ads can boost the engagement and also can generate a lot of
buzz for our proposed content strategy.
3rd
party e-commerce advertising: By advertising in platforms like Amazon, Flipkart and Snapdeal
the key metrics can be measured in the form of landing page bounce rate of the platform and also
the heat map whether to know the users are clicking on call-to-action buttons.
We recommend using the Story telling content videos and re purpose it in social media platforms
and also the videos to be promoted on Search Engines to gain lot of traction to their website’s
ecommerce section.
Owned Media
Website: The key metric is the returning visitors and time spent on page this can found out in
Google Analytics and based on this data, One plus can adjust their landing pages for their google
ads A/B Testing. By looking at the data of average spent time on web page we can determine the
KPI’s USED TO TRACK CAMPAIGNS

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quality of the website which means if the users are interested or not. Bounce rate should be less
and top traffic sources can be noted which can also give the time of the traffic the users are visiting.
By combining the metrics can give the information about where the engagement on one plus
website is coming from. Device sources can also be noted for both mobile version and desktop
version of the website.
Blog: The most important blog metrics are page views, the story telling video and written content
will go well with the fans who are interested in the one plus products and also average time on
page can let us know where exactly a viewer has looked at the content. For instance, if a user has
spent 10 minutes on the page we can easily find out about the information if the content is enticing
and written quality and page loading speed insights. When the site is integrated with google
analytics we can also find out about the returning visitors to the page.
Social Media Pages: Metrics like audience growth rate, post reach, potential reach which will help
us find out about the virality rate of the content. For our proposed strategy, the long form story
telling videos will be repurposed in Facebook posts, Facebook and Instagram Stories, Tweets,
Instagram Reels and IG TV for brand awareness to drive engagement and ultimately the users
can be made to take action on the website.
Earned Media
Content Performance metrics like applause rate (likes, shares, retweets, comments) can be
measured which will determine if the content is working well and if the brand is performing well
reaching the potential customers’ expectations.
Impressions and the reach will help one plus to modify the content according to the tastes of the
users. Retention rate can be found out by analyzing the data of unfollows. Interactions in the form
of shares can be seen which help understand if the content published is working well amongst the
audience.
One plus will be in a commanding position by taking advantage of the earned media, by closely
monitoring the metrics and promoting the most effective ones.
Our proposed content strategy is long form story telling and the key metrics are Views, Interactions
and Engagement rate.
KPI’s of views are Time on page, time on site, bounce rate and clicks should be measured to
improve on a consistent basis. Conversions can be measured through Views and clicks. Brand
awareness can be measured by hashtag usage and brand sentiment and microsite visits.
Our main goal is to make users engage with the content by cultivating this engagement will fetch
a good return on investment for the brand and our strategy is feature top fans on the social media
pages which indirectly increases the trust on the brand as a whole and to stay in the trends that’s
positively resonating with the target audience. This strategy is able to boost engagement, reduce
bounce and – yes – maximize conversions.

30
https://www.counterpointresearch.com/global-smartphone-share/
https://www.officenewz.com/2018/08/01/oneplus-pips-samsung-to-claim-top-spot-in-premium-
smartphone-segment/
https://www.theinformedsheep.com/report-on-segmentation-targeting-and-positioning-strategy-
of-oneplus
https://telecomtalk.info/oneplus-oxygenos-ads-ceo/238689/
Nikhil is a Passionate Marketing professional. With a Post Graduate
Diploma in Business Administration from Bangalore University and MSc
International Business degree from Pôle Universitaire Léonard de Vinci
(Pôle Léonard de Vinci), Nikhil has more than 3 years of work experience
in Business Development, Branding and Internet Marketing.
https://www.linkedin.com/in/iamnikhilpc/
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