vivo

The objective

Connecting with a mobile-focused audience

In Malaysia, where over 98% of internet users own a smartphone, many brands compete for consumers’ attention on the market. Among the top five mobile brands in the country is multinational tech company vivo, which launched their V29 phone in September 2023.

To connect with consumers in a country where nearly all users access the internet via mobile phones, vivo wanted to launch a fun, engaging campaign on TikTok to nudge Malaysians to consider purchasing their V29 phone. vivo wanted to highlight the phone’s Aura Light feature, a ring light embedded under the phone’s camera that helps create stunning portraits.

The Solution

Implementing Full-Funnel Marketing Strategy on TikTok

On TikTok, vivo used a full-funnel marketing strategy to advertise their V29 phone on the platform to Malaysian users. Their campaign aimed to convert TikTok users who were only aware of the brand into users who actively engaged with their advertisements on the platform.

First, vivo used a Branded Mission campaign, which allows brands to collaborate with real TikTok users to create organic content that meets certain requirements. Branded Missions typically require TikTok creators to do at least one of the following: Use official music, use an official hashtag, mention the official TikTok account of the brand, or use a Branded Effect.

vivo’s Branded Mission required TikTok creators to use their custom Aura Light Branded Effect as well as the #V295GShiningLikeAStar hashtag. Creators did not need to own the V29 phone to participate in the challenge, making the campaign more accessible to different users on TikTok.

vivo also partnered with TikTok via TikTok Creative Exchange to tap influencers who could create content for their campaign. TikTok linked vivo to 10 creators at no cost, and their videos were boosted on the platform for better visibility.

On its official TikTok account, vivo also created their own advertisements to promote their V29 phone. These brand advertisements showed how the V29 phone and its Aura Light feature could be used in various cases, such as a behind-the-scenes photoshoot for a vivo x UCSI University Fashion Show.

Lastly, vivo conducted a Brand Lift Study to measure how effective their campaign was in terms of ad awareness and purchase intent conversions.

The Results

Engaging campaigns ramp up GMV and purchase intent

The Brand Lift Study found that the campaign led to a 21.1% increase in online ad awareness and an 18% boost in purchase intent among Malaysian users on TikTok. Beyond ad awareness and purchase intent, 970 videos were created using the Branded Mission, amassing 20.6 million views on the platform.

Not only was the campaign fun and engaging for TikTok users, but it also proved to be a commercial success—vivo’s Gross Merchandise Value (GMV) improved by 17.5% during the campaign period compared to the previous quarter.

This collaboration with TikTok has significantly boosted vivo's brand presence and sales performance, demonstrating the platform's power to drive substantial business growth.