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Behind the Buzz: How Gionee came out a winner in 2014

By afaqs! news bureau , afaqs!, New Delhi | In Marketing | March 26, 2015
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Gionee won the Buzzies Award for category Digital at the Surewaves Buzziest Brand Awards. Here's what went into the brands journey in 2014.

Gionee the Chinese brand that has come out of nowhere to storm the rankings in the mobile handsets category, got there with some real clarity in planning, and along the way, quick course corrections. This youth focused brand has travelled the full gamut of promotions, from regular advertising to event associations and sponsorships.

Let's have a look at some of the most successful digital campaigns the brand undertook in the year gone by.

1) Every7Seconds

Every7Seconds

The 'Gionee celebrates a new user every 7 second' claim came across as a strong campaign and made us all evaluate our perceptions towards a Chinese handset brand.

The extension of the campaign #Every7Seconds on social platforms was quite a hit with the Gionee fans. The brand threw up some questions related to events that would unfold every 7 seconds and gave away Gionee smartphones to those with the best answers. The campaign saw eager participation from Gionee fans generating 2,10,60,569 impressions.

Hashtag Used: #Every7Seconds
Number of tweets: 14968
Impressions generated: 21060569

2) Hello India

HelloIndia

Gionee's #HelloIndia campaign was all about celebrating the Indian user, communicating with the users and projecting the brand as a family, made for and by the users of Gionee.

The brand posted questions like 'Name 7 destinations in India you'd like to capture with your smartphone' and 'List the features you'd like to see in your future smartphone that is made in India'. The campaign saw eager participation from Gionee fans making #HelloIndia trend on Twitter. The campaign generated 24,057 tweets and was powered by 2,35,63,255 impressions.

Hashtag Used: #HelloIndia
Number of tweets: 24057
Impressions generated: 23563255

3) Gionee Supersonic Festival, Goa

Gionee Supersonic Festival, Goa

The brand undertook the campaign #GioneeSupersonic around the musical festival Supersonic Goa during December 25 to 30, 2014. Gionee hosted a special microsite for live-streaming of the event. The #GioneeSupersonic ran for all five days asking fans to upload their sexiest selfie for the first three days and tagging artists on day four. The campaign generated 17,076 tweets and 3,15,68,445 impressions.

Hashtag used: #GioneeSupersonic
Number of tweets: 17076
Impressions Generated: 31568445

4) SexiestPhone

SexiestPhone

In an attempt to create buzz on social media for the launch of Gionee Elife S5.1, the brand launched the #SexiestPhone campaign on December 17, 2014. The campaign encouraged its fans to follow the brand at different digital platforms and complete tasks to win a Gionee Elife S5.1. Followers of Gionee participated with full enthusiasm and made #SexiestPhone trend on Twitter. The campaign generated more than 25,000 tweets and more than 32 million impressions.

Hashtag used: #SexiestPhone
Number of tweets: >25000
Impressions generated: >32 million

5) Gionee India Beach Fashion Week

Gionee India Beach Fashion Week

Gionee celebrated fashion in a unique way and made a connect with their fans at the sexiest fashion event in India. Activated through bloggers, the brand leveraged multiple blogs and created conversations around the event and brand. The brand uploaded pictures of the event on its Facebook page and cross promoted the same on other platforms. This was supported with an engagement contest on Twitter on all days. The campaign generated more than 45,000 tweets and over 68 million impressions.

Hashtag used: #GioneeIBFW
Number of tweets: >45000
Impressions generated: >68 million

6) Sexiest Gift

Sexiest Gift

In an attempt to make Valentine's Day memorable for their fans, Gionee came up with the #SexiestGift campaign. The brand engaged with the audience by establishing associations with bloggers and initiating daily posts on social properties building up to Valentine's Day. The campaign encouraged its followers to answer questions around love to win big, like ' A song that defines your love life' and many more. The campaign generated more than 41,000 tweets and over 42 million impressions.

Hashtag used: #SexiestGift
Number of tweets: >41000
Impressions Generated: >42 million

Gionee took home the Buzziest Brand on Digital by DB Digital at the Surewaves Buzziest Brands Awards 2015.

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