Dylan Yu joined Chinese smartphone maker OPPO in 2018 and became head of marketing in Singapore in 2020. Since then, Mr. Yu has worked to build a more innovative marketing presence for the company in the country. This is probably his N3 smartphone, which gained a large share last year.
In an interview with PROvoke Media, Yu talks about the thinking behind the Find N3 campaign and its broader approach to innovation and localization. The following exchange has been edited for length and clarity.
Can you share some insight into how the success of the Find N3 campaign was measured? Other than significant share of voice, what metrics or KPIs are important in evaluating the impact of the campaign?
First, the high number of positive reviews and comments about Find N3 from consumers serves as a tangible measure of the campaign's effectiveness in attracting and retaining the audience's attention. . As reflected in the sentiments expressed by consumers, this means that with the launch of Find N3, OPPO has successfully entered the premium smartphone segment. Additionally, the integrated Find N3 campaign contributed to a significant increase in OPPO's market share. This result highlights the campaign's effectiveness in not only capturing attention, but effectively converting it into tangible customer engagement and loyalty. At the same time, we also revisit the user to verify whether the increase in commercial activity matches the increase in the targeted users identified through the various precise exposure touchpoints mentioned above.
Did you employ any innovative marketing techniques or digital tools for the Find N3 campaign that set it apart from previous campaigns? How did these contribute to the campaign's success?
We prioritize innovative and accurate marketing exposure to effectively reach our target audience. Our innovative approach to exposure includes leveraging state-of-the-art 3D outdoor OOH (out-of-home advertising). To achieve accurate exposure, we work with Focus Media to ensure our target audience is covered in major office buildings in Singapore. Additionally, we employ online targeting strategies to reach the tech elite on social platforms such as LinkedIn.
This ground-breaking 3D OOH billboard in Singapore establishes us as the first technology brand in Singapore to utilize this cutting-edge digital tool. The billboard sparked widespread conversation across social media platforms and piqued consumer interest in such advanced marketing innovations. The impact was immediate and severe. This strategic approach allowed us to effectively connect with consumers, gain audience engagement, and increase brand and product awareness.
A bespoke photography masterclass for the My OPPO community in Singapore seems like a unique approach to brand engagement. How did this idea come about and what goals were you trying to achieve?
OPPO has been based in Singapore for 10 years and has consistently provided local customers with a unique experience through the My OPPO community in Singapore, giving them exclusive opportunities to experience our latest product innovations first-hand . Recognizing the abundance of photography enthusiasts in Singapore, and also a desire to improve their smartphone photography skills, we have embarked on a series of photography masterclasses. In fact, over the past few years, OPPO Singapore has always been attracting local photography enthusiasts through various creative initiatives. This includes hosting a pop-up photo exhibition called Golden Times on Orchard Road and collaborating with photo talent on advertising campaigns.
Through these initiatives, we not only communicated OPPO's commitment to improving the user experience, but also provided our customers in Singapore with a unique and exclusive opportunity to engage with our brand on a deeper level. By fostering a sense of community and providing enriching experiences, OPPO Singapore has strengthened its bonds with customers, strengthened our technology spirit and fostered inspiring creativity.
Regarding local marketing efforts, how do you measure the impact on OPPO's brand presence and customer loyalty in Singapore? Do you have any success stories to share?
OPPO has built a strong brand presence in Singapore over the past decade. We assess the impact of local initiatives through a comprehensive and established measurement system. This includes a brand health index that allows you to verify and verify ongoing engagement with existing customers. Additionally, we closely monitor repeat purchase rates as a key indicator of customer loyalty. A high retention rate indicates high consumer loyalty to the OPPO brand. Based on these metrics, we have seen a steady increase in brand consideration and preference for OPPO.
Our My OPPO Community Program offers exclusive experiences, events, and benefits to our loyal customers in Singapore. For example, the “Breathing Architecture” photography masterclass featuring OPPO Find N3 received positive responses with continued sign-ups from the My OPPO community. Similarly, a special spin class led by local celebrities to launch OPPO Watch X was also warmly welcomed by customers. These successes demonstrate the effectiveness of our efforts in deepening brand engagement and strengthening customer loyalty in Singapore.
How do you balance global marketing strategies with local initiatives to ensure that it resonates with the Singaporean audience while maintaining OPPO's global brand identity?
Our approach includes aligning OPPO's global brand identity of user-driven innovation with a localized marketing strategy tailored to the Singapore market. We prioritize providing local consumers with the opportunity to experience OPPO's innovative technology first-hand through personalized experiences tailored to their preferences. For example, during the Find N3 campaign, we strategically partnered with emerging local photographers to showcase their creative artwork captured with Find N3's innovative camera technology. To broaden the interest of the Singaporean audience, we held a photo exhibition at a prominent location in the heart of Singapore. These initiatives not only strengthen engagement with Singapore customers, but also strengthen OPPO's global brand values of innovation and customer centricity.
Looking to the future, how do you see OPPO's marketing strategy in Singapore evolving in the coming years? Are there any particular areas or technologies you would like to explore further?
The future of OPPO's marketing strategy in Singapore will remain firmly rooted in localization to meet the unique needs of the Singapore market. We are committed to engaging with local communities and society by promoting a stronger brand identity and connection with the local consumer base, while highlighting OPPO's unique product strengths.
In the coming years, OPPO Singapore will continue to leverage technological advancements, with a particular focus on innovations in AI technology and photography technology. These areas will remain at the heart of our marketing strategy as we strive to maintain our position at the forefront of the industry. Additionally, we remain open and explore further integration of emerging technologies such as 6G and AI to enhance customer experience and engagement. In February, OPPO released his two new whitepapers during this year's MWC Barcelona, revealing his vision for the transformative role that 6G will play in the future telecommunications industry. Two new white papers outline a concrete blueprint for the future of 6G, looking to the new possibilities represented by a new era of intelligent connectivity. OPPO recently announced the establishment of an AI Center to further enhance its AI capabilities and explore a wider range of user-centric AI products and features.
OPPO has been at the forefront of introducing new technology trends. How do you think these trends will impact future marketing strategies, especially with advances in AI and other technologies?
Advances in AI will have a significant impact on future marketing strategies, especially for companies like OPPO that are at the forefront of implementing new technology trends. With the integration of AI into our products, OPPO Singapore is already witnessing the transformative potential of this technology. As a leader in technological innovation, OPPO Singapore will continue to leverage AI and other advanced technologies to shape its marketing strategy. This allows us to better understand and predict consumer preferences, allowing us to provide more relevant and engaging content tailored to individual tastes and needs.
As someone who is deeply involved in the technology industry, what big trends do you foresee that will shape the future of smartphone marketing? How is OPPO preparing to take advantage of these trends?
The future of smartphone marketing will be shaped by innovative trends like AI and AR. These technologies enable personalized experiences and immersive interactions, reaching broader audiences and stimulating conversations among digitally savvy consumers. OPPO Singapore has capitalized on these trends by proactively exploring AI-powered insights to create engaging brand experiences. Going forward, we will focus on demonstrating our proficiency in generative AI capabilities and further integrating these trends into our marketing strategy.
