Categories Name : Channel/Media Strategy

Sub-Category : Most effective Retail Commerce campaign

Entry Name (Campaign) : OnePlus 11 5G smartphone Launch Livestream_Amazon Ads

Results

This Livestream campaign kickstarted a multi-phased launch for OnePlus’s new premium ’11 5G’ smartphone range with the right mix of reach and LIVE shopping results. Amazon was selected as a partner basis role in smartphone consumer journey and access to relevant premium audiences. Livestream as a activation was selected basis consumer media consumption analysis where OnePlus TG’s affinity with Livestream was found to be higher. The Livestream was promoted through relevant CTV and amazon touchpoints and the hybrid livestream covered key product features through Oneplus leaders. Overall the Livestream drove relevant reach with a engagement rate 46% higher Vs benchmarks and drove sales at a 53X RoAS which is 3X of benchmarks. The Livestream successfully kickstarted the product launch campaign with above benchmark(Amazon LIVE smartphone benchmarks) engagement and sales results:- • Reach : 6.1 MM impressions (56% above benchmark) • Unique Live Viewers : 718k (94% above benchmark) • Completed Livestream video views: 396k (110% above benchmark) • Engagement rate(hover/clicks, chat/share, buy etc.): 30.5%(46% above benchmark) • Sales during the Livestream(value): 3.3 cr. INR(194% above benchmark) • RoI: 53X (194% above benchmark) The Overall Product launch campaign delivered 400 MM+ ad-impressions across display, video and search ads on and off amazon.in, 10 MM+ product page views and sales of 125 cr.+ INR at a 38X return on ad-spend. The Nielsen brand lift study conducted to evaluate the overall campaign suggested impact on mind measures with a 8% uplift in awareness and 14% uplift in purchase intention(ad-exposed VS control segments).