Case Background
WIKO was founded in 2011 and is a French technology brand focused on mobile phones and the Internet of Things, with products covering Europe, Middle East & Africa, Asia-Pacific, and Latin America markets. In 2022, WIKO accelerated its globalization and entered China for the first time.
In September 2022, the new mobile phone WIKO 10 made its global debut in the Philippines. The brand not only wanted to increase sales of the new product, but also hoped to convey a "trendy and cool attitude" to consumers and attract the attention and favor of Generation Z consumers. The brand chose Tuke as the breakout platform, using entertainment marketing to enhance brand premium, capture user attention, rapidly expand WIKO's public awareness, and directly increase new product sales through live streaming and advertising products.
Solution
WIKO closely aligns with the style of local young users, playing with brand challenges. The stickers and music used were created by the WIKO PH team, and the new-generation girl group G22 was invited to participate in music arrangement and choreography design, making good use of local influencer and creative resources. "WIKO Beat + WIKO Dance + WIKO Gestures" fully embedded brand symbols into the challenge, driving nationwide participation among target users.
To further activate traffic, the brand extended the Tuke challenge to offline spaces. On September 25, the G22 girl group performed the challenge dance track at a mall event, promoted the mobile phone prize mechanism, and encouraged the audience to scan codes to participate, achieving online and offline traffic integration and forming a closed loop.
Marketing Results
On September 23, the #WeCoolWithWIKO challenge officially launched, with music usage exceeding the benchmark by three times, total views reaching 300 million, and WIKO Philippines' official account gaining 19.9K new followers.
From September 23 to 26, Reach & Frequency ads reached up to 12 million people per ad.
