From charming selfies to video clips of their favourite moments, smartphones have changed the way how people and brands explore new frontiers of art, functionality, and immersive experience. With its powerful camera and high-quality images, the new vivo X80 series. vivo India (@vivo_India) wanted to build traction for its new model and highlight the product’s unique features through an official launch. For real-time conversations and tech talks, Twitter is where the buzz is. So, when the brand opted to launch its campaign, it sought to leverage the platform’s leaned-in audience and explore the tech pulse to deliver a truly memorable launch.
@vivo_India planned to make #vivoX80Series’ launch big, engaging, and a pivotal moment to remember by leveraging the power of conversations on Twitter that delivered impact, information, and engagement. To do this, the brand employed a host of Twitter’s ad suite products and crafted a campaign strategy to generate mass awareness about the product, which involved three crucial phases — tease, reveal, and sustain.
The brand kicked off its campaign with an auto-response activation and used convincing teaser videos to show glimpses of the smartphone to the engaged audience. To make an impression for the launch, @vivo_India took over the timelines during the reveal phase and reached out to people using creative video assets.
To continue the hype beyond the launch, @vivo_India offered fans a unique experience — a picturesque digital photo walk. People on Twitter could unlock destinations of their choice and scroll through a photo walk consisting of images captured on the vivo X80. This activity used Twitter’s Carousel Ads to showcase the immersive nature and high quality of pictures clicked with the #vivoX80Series. The brand also used hashtags such as #CinematographyRedefined and #ComingSoon to optimise the campaign’s visibility and drive home the campaign’s message that vivo X80’s camera gives excellent results!
So, here’s how the brand’s campaign clicked with the people on Twitter: