BRAND BACKGROUND:
vivo - a popular mobile phone brand operating in Vietnam market (behind Iphone, Samsung, OPPO regarding of market share and product users) - has officially introduced the new premium-priced X70 Pro phone. In Southeast Asia, Vietnam is one of the very first markets to welcome the arrival of vivo X70 Pro.
In order to negate the product awareness to a large number of targeted audiences, vivo and The A List have considered and thought about implementing a new product launch campaign that conveyed the message "Shaping vibrations" which was based on the product's features including the ability to capture night scenes and impressive anti-shake capabilities.
ROLES OF KOLS:
For this special request from vivo, The A List planned in return a diverse list of KOLs so that the product can be well-spreaded to as many target audience groups as possible, which was divided into 3 groups: Tech Review (Vật Vờ Studio, Relab, The Pixel, Duong De), Lifestyle-sharer (Vu Dino, Huyen Lizzie, MC Mai Ngoc,...), Photographers (Hai Le Cao, Anton Dat, Ly Thanh Co) and other Facebook Groups/ Fanpages (Ở Đâu Cũng Chụp, Vietnam Mobigraphy, A Little Hanoi, Phân Tích Ảnh: Vì Sao Nó Đẹp).
Each group of KOLs has their own different scope of work, if technology is the forte for Tech-Review KOL group to share their opinion via review posts, then for Lifestyle-sharer KOLs - who are inclined to share gadgets in their daily lifestyle will be the best to record daily moments with vivo X70 Pro phone then shout out to their followers. In addition, to increase prestige for X70 Pro’s outstanding features, the last group of KOLs photographers will undoubtedly be a big hit when sharing the work taken by themselves via X70 Pro phone's lens.
RESULT:
Despite carrying out the campaign during the most stressful time of the epidemic, The A List and brand vivo managed to complete our job to be done originally set out. With 108k engagements, the campaign successfully reached 150% of KPIs, increased purchases and usages of the new-launched product thanks to the strategic use of KOLs groups.
In addition, the campaign also left a great impression on PR Articles and Tech lovers when the images from the chosen KOLs taken by the X70 Pro phones were of good quality, and the campaign's theme was also associated with people's lives when the epidemic peaks: "In the days where "everyone stays at home", we have more time to see and experience our own homes. Let X70 Pro shape this moment with all the vibrations, even the smallest ones.”