Resonating with our region’s young, hyper-connected and socially savvy audience isn’t easy, especially when you are introducing a brand new product series such as Reno4 to the Middle Eastern market, which stands for: Technology, Fashion & Creativity, which can mean different things amongst cultures and subcultures across the globe.
Our objective was to enable the young audience to create more; while feeling empowered.
One In Four people across the globe would quit their job to become famous? - And it’s certainly no different in the Middle East, although we are a region made up of multiple ethnicities, cultures and languages – we may speak or look differently, but all share a need and desire to connect to those around us. In today’s world, this manifests as a compulsion to create – connections and content, to be seen and heard by those close and far from us. As a nation we are united by our creative expression and progressive attitude, which saw the campaign spring to life via a TikTok challenge, including a Socialize signature – ‘earworm’ original track, teamed with simple dance moves and a chance for an injection of individual creative expression, the campaign was launched in the region targeting UAE, KSA and Morocco users.
The campaign captured the essence of the Reno4 Series with its suite of features that help its customers create better content online helping them become famous on social media, with our TikTok challenge reflecting this aspect by partnering with influencers that will create duets on TikTok with OPPO followers helping them become more famous, along with using the users’ created videos as OPPO’s official ads… pushing more fame opportunities.
No matter who admits it (and who doesn’t) everyone on TikTok is using the platform to have fun, to connect – and to become (even just a little bit) famous. With every TikTok challenge a chance at fame (like never before), the Reno4 series felt the perfect fit to help enable consumers to reach their goals – with all the KSPs of the phones making it more possible than ever before.
In less than 1 month, we hit over 2 Billion views on TikTok, Across 3 different markets, with more than 493K videos created using our hashtag. While over 4K users used our uniquely created song.
In KSA, our key market, our Challenge video view, was over 11% than the benchmark, video creations, was over 49% than the benchmark. and the total number of creators was over 51% than the benchmark.