Understanding the power of digital initiative to build a world-class brand for OnePlus
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Date
2019Author
Mehta, Sankalp
M., Loganathan
Pal, Satyaveer
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The study goes through all the initiatives like the invite system designed out of necessity. The initial target was to sell 50,000 devises, and they managed to sell over a million! The hype that they were able to creativity due to the scarcity of inventory and lack of funds drove them closer to success. The initial OnePlus never had a marketing budget; they relied on organic social media and word of mouth publicity. We cover all the major initiatives that got them to where they are today. There were a lot of missteps along the way, and we look at how those got rectified. OnePlus 2 was a failure; it sold in good numbers, but it dashed the expectations of many fans as it skimped on essential features. There were sexist contests, and they created a mess by asking people to smash devices.
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