Case Background
OPPO is one of the leading mobile phone brands in the process of globalization, with rich experience in overseas markets and is committed to enhancing its brand awareness abroad. In the Latin American market, OPPO hopes to further expand its influence among Generation Z circles, leveraging Tuke’s youthful and entertaining short video features to amplify brand presence and resonate with young user groups.
Solution
Before Valentine’s Day, OPPO signed Latin Grammy Award-winning singer Maluma as the spokesperson for the Reno series and promoted the campaign on Tuke. During the official event, to align with the tradition of giving gifts on Valentine’s Day, the brand launched the #BailaConMaluma (Dance with Maluma) challenge on Tuke, which matched the style of expressing love on Valentine’s Day.
OPPO also customized branded duet stickers for this event, inviting fans to participate in Maluma’s signature dance and singing, shooting videos with virtual effects, and “receiving” sunglasses, roses, and OPPO phones “gifted” by Maluma during the interaction, creating a passionate and festive atmosphere.
Tuke offers excellent opportunities for creators, abundant inspiration for content creation, and full-chain media advantages. The platform collaborates strongly with brands and celebrities, successfully achieving native content viral spread, enabling large-scale and sustained local brand exposure, and driving the popularity and sales growth of new mobile phones.
Marketing Results
With the dual boost from celebrity endorsement and the Tuke platform, OPPO’s brand challenge in Latin America ignited a wave of popularity. The #BailaConMaluma (Dance with Maluma) brand challenge garnered over 1 billion views and received as many as 723,000 submissions. In Mexico and Colombia, OPPO attracted the attention of the younger generation of consumers, with the corporate account gaining more than 127,000 new followers in total.
