In an especially intense competitive landscape, @OnePlus succeeded in capturing attention for its brand and driving conversation and video views for its #OnePlus6T launch. @OnePlus’s results show why Twitter has become the go-to platform for successful debuts.
Over the week leading up to the launch, @OnePlus achieved over 31 million brand impressions, and its share of voice (SOV) increased by 4%. On launch day, @OnePlus saw its share of voice (SOV) and talkability double. As the conversation blossomed over those 24 hours, it included over 120,000 mentions of @OnePlus’s brand. Sentiment analysis showed 97% positive-neutral conversations.
The #OnePlus6T launch event boasted five million video views. Live viewers made up 60% of those views, with the remaining 40% watching on replay. The valuable, hard-to-reach younger audience (35 and below) made up 57% of the #OnePlus6T launch viewership.
A Nielsen Brand Effect Study showed that @OnePlus saw sustained lifts in key brand metrics after promoting the #OnePlus6T launch on Twitter. People who were exposed to @OnePlus’s Tweets showed a 12 pp (percentage point) lift in Tweet recall and an 18 pp lift in brand awareness. And those who recalled Tweets showed a 16 pp lift in purchase consideration compared to those who did not. Meanwhile, people who engaged with @OnePlus’s Tweets showed a significant 55 pp lift in Tweet recall, along with a 45 pp lift in brand awareness, and a 17 pp lift in intent to purchase the #OnePlus6T in the next six months.