Case Background
Infinix is a high-end internet mobile phone brand under Transsion Holdings, one of the "Top 50 Leading Chinese Tuke Brands", specially designed for young consumers. In May 2021, Infinix was about to launch the HOT 10S, a second co-branded phone with the popular mobile game "Mobile Legends: Bang Bang" (MLBB), targeting the Indonesian market. Infinix leveraged the popularity of the MLBB theme song and game characters, aiming to conduct in-depth localized marketing on Tuke.
Solution
To achieve this goal, Infinix partnered with Tuke and adopted a full-funnel "three-step" marketing strategy to boost the launch of the new product. During the pre-heating phase, Infinix invited four gaming review creators with millions of followers on the platform to use and test the new phone, leveraging resource sharing from Tuke Creator Marketplace. In the explosive phase, high-exposure Brand Takeover ads and One Day Max in-feed ads were used to gain maximum exposure for Infinix on the launch day, strongly driving traffic to the #infinixMLBBAntiLagLag challenge and custom stickers. Through influencer marketing and user co-creation, deep user interaction was achieved. After the commercial rights period of the brand challenge ended, Infinix cleverly utilized high-quality creative materials from influencers to continue running Tuke brand auction ads, maximizing reach to more potential users at a better CPM cost.
Marketing Results
This marketing campaign centered around the HOT 10S brand challenge achieved 1.8 billion video views and over 200 million interactions within three days of launch in the Indonesian market. Combined with follow-up in-feed ad retargeting, the total video exposure for the entire launch cycle exceeded 5.6 billion.
