This is how @AmazonIN used Twitter to create awareness for the launch of OnePlus 5 and Nokia 6

Amazon’s OnePlus 5 video tweets received sixty one percent video view rate and over 10,000 retweets. Amazon’s Nokia 6 campaign has already received more than 36,000 likes, one of the highest against any promoted tweet in India.


Amazon India was the exclusive partner for the launch of OnePlus 5 and Nokia 6. In order to build the hype for the two phones, @AmazonIN built a plan to get more users and create anticipation. Twitter is a melting pot for technology enthusiasts and Amazon India turned to the platform to reach out to this niche audience. 





 





The objective for Amazon was to innovate on Twitter to generate maximum curiosity for their exclusive smartphone launches. The other objective was to get interested users to tune in on the day of the launch but in the most non-invasive way possible. Thirdly, generate the maximum amount of visits possible to Amazon’s destination pages for the sale of the smartphones being launched.





 





The campaigns were run between June 15 and June 25 for OnePlus 5, while Nokia 6 launch campaign ran between August 5 and August 21. 





 





Amazon’s OnePlus 5 video tweets received sixty one percent video view rate and over 10,000 retweets. Amazon’s Nokia 6 campaign has already received more than 36,000 likes, one of the highest against any promoted tweet in India.





 





With just three campaign tweets for both campaigns, Amazon garnered over 3,00,000 engagements and over 6,00,000 video views. Twitter’s custom solutions for Amazon India allowed users to benefit from engaging with Amazon’s tweets by providing them with timely reminders and notifications around their favourite phone launches. 





 









The Strategy: 





 









OnePlus 5 Launch





 





In the launch build-up of OnePlus 5, exclusive to Amazon India, the brand leveraged the retweet feature with a custom ‘Retweet to Remind’ campaign. Every user who retweeted the teaser tweet from Amazon would get a reminder on the day of the OnePlus 5 launch. This reminder tweet also included a link that directed them to the OnePlus 5 sale page on Amazon.





 





Video consumption is on the rise in India. Knowing that video grabs attention on Twitter, Amazon also sent out an interesting video tweet as part of the campaign that highlighted the Dual Camera feature via a short story in less than 40 seconds. Amazon’s campaign video tweet at the time of the launch received an astounding 600,000 video views in just two days.  





 









Nokia 6 Launch 





 





For the launch of Nokia 6, Amazon wanted to leverage the popularity, love and affinity that the brand Nokia has traditionally enjoyed in India. 





 





This resulted in Twitter and Amazon devising the “Show your love for Nokia” campaign.  As a part of this campaign, Amazon focused on getting every user to like the Amazon campaign Tweet. Those who liked the tweet, then received a personalized thank you tweet mentioning their @handle, followed up by a notification on the day of the launch of Nokia 6.





 





Ravi Desai, Director, Brand and Mass Marketing at Amazon India, said, “At Amazon we innovate for our customers, in this case we had one goal in mind, being relevant to our customers in a simple and intuitive way. We used our social media presence to notify customers on when the products are going live on Amazon by making it a two-way engagement between our customers and the brand. At Amazon, we work customer backwards and will keep innovating to be a part of our customers’ digital lives.”





 









The practices that worked for Amazon India on Twitter 





 





Tell your story with Video: Amazon’s OnePlus campaign video tweet at the time of the launch received an astounding 600,000 video views in just two days, going to show that Twitter’s key strength, video discoverability, was well used by Amazon.





 





Build Buzz on Twitter: With the Nokia 6 launch, Amazon focused on steadily building excitement over a two week period with stellar results. It received 36K likes and counting, with over 4 per cent engagement rate on a single campaign tweet.





 





Engagement is a two way street: With the help of Twitter’s unique custom solutions, Amazon rewarded users for their engagement with their tweets. It is this engagement that propelled their campaign tweets to previously unseen levels of engagement for Amazon India on this platform. For more updates, be socially connected with us on
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