In the ever-evolving realm of smartphones, OPPO embarked on a groundbreaking partnership with Appier to launch its highly-anticipated OPPO A98. This endeavor aimed not only to raise awareness but also to kindle interest among potential customers while significantly improving onsite engagement—a task not without its unique set of challenges.
Overcoming Challenges: Gaining Visibility in a Competitive Landscape
The challenges at hand were formidable. OPPO's previous advertising endeavors, while reaching screens, were falling short of capturing the attention they deserved. In addition, navigating a fiercely competitive market, where broad targeting strategies often diluted brand impact, presented a substantial obstacle.
Setting Ambitious Goals: Creating a Lasting Brand Impression and User Engagement
OPPO and Appier established ambitious objectives. Firstly, they sought to achieve a "Brand Lift" through the creation of impactful ads—creatives meticulously tailored to make a memorable impression and etch the OPPO A98 into the audience's collective memory. Secondly, the goal was to enhance "Stickiness in Landing," driving users towards more intentional clicks and an overall improved web experience.
Market Awareness Soars: A Triumph for OPPO
The crowning achievement, however, was the surge in market awareness. Thanks to Appier's branding advertisements, OPPO experienced an astounding 6.3% to 8.9% increase in market awareness. The campaign went beyond just exposing OPPO A98 to a select target audience—it also included a brand lift survey for all users, including those in the control group. The results were nothing short of spectacular: a 6.3% uplift in respondents' preference for OPPO smartphones after encountering the campaign. This translated into a significant preference increase for OPPO and a corresponding decrease in preference for key competitive brands.
In summary, the strategic collaboration between Appier and OPPO for the A98 pre-launch campaign achieved remarkable results. It not only heightened brand recall and engagement but also ushered in a substantial surge in market awareness. This success story underscores the profound impact of tailored campaigns and data-driven strategies in the ever-evolving landscape of digital marketing.
Exceeding Expectations: Achieving Remarkable Results
The results spoke volumes. Session times skyrocketed by a staggering 200%, signifying not just passive browsing but active engagement with OPPO's offerings. The bounce rate nosedived by an impressive 70%, demonstrating that the tailored campaigns were indeed attracting the right audience. Meanwhile, brand lift soared by an extraordinary 27%, underlining the exceptional impact of Appier's creative approach.
Kaye Khor, Media Lead, OPPO Malaysia, shared her perspective: "With an innate curiosity and excellent attention to detail, Appier enhances campaign effectiveness through their sequential and strategic approaches, delivering outstanding results in brand lift and reduction of bounce rates. I admire the tenacity and dedication of the Appier’s team and highly recommend working with them!"
