Here’s what Vivo did to be successful in 2017
Vivo was unstoppable in 2017. It was able to settle itself on the third spot in the market beyond brands like Apple, Huawei, LG, and ASUS. To date, Vivo has at least 1.1 million users and 5,200 stores in the Philippines.
Vivo had found success being one of the top five smartphone brands and observed the highest one-year growth of 32% in global shipments. Vivo has currently 200 million global users and 19 overseas markets.
What really made Vivo successful?
Vivo continuously aims to bring the utmost care to its users by continuously innovating and improving user experience. Vivo maintains six research and development centers and continuously improves its products. Recently, Vivo has signed a technical partnership with the leading telecommunications equipment company, Qualcomm.
In aim to provide for its users, mostly the young, selfie-centric generation, Vivo launched the 24-megapixel front camera‒one of the industry’s firsts along with a special selfie soft light to cater to the constant need to document one’s experiences even in a dimly lit environment.
Vivo’s dedication in sports marketing in 2017
Vivo signed up NBA Superstar Stephen Curry in mid-2017 to be its brand ambassador. The brand also became the official sponsor of the 2018 FIFA World Cup Russia which it heavily advertised in 2017. In the Philippines, Vivo supported various sport events and became a co-presenter and sponsor of ABS-CBN NBA Philippines Season 2016-2017 and 2018 NCAA Men’s Basketball and UAAP Men’s Basketball Season 80.
Vivo puts spotlight in entertainment, lifestyle, and fashion in 2017
During the grand launch of the Vivo V7+ in September, the biggest celebrities were also introduced as the brand’s ambassadors headlined by Daniel Padilla, Kathryn Bernardo, and Julie Anne San Jose. All in all, Vivo Philippines launched 25 local brand endorsers: Maymay Entrata, BOYBANDPH, Kisses Delavin, Chienna Filomeno, Darren Espanto, Tony Labrusca, Inigo Pascual, Ashley Rivera, Barbie Forteza, Maris Racal, Kira Balinger, Loisa Andalio, Paul Salas, KZ Tandingan, Andrea Brillantes, TJ Monterde, Sassa Dagdag, McCoy De Leon, Sue Ramirez, Verniece Enciso, Joyce Pring, and Jason Dy.
For the lifestyle, Vivo co-presented the 2018 Mega Fashion Week Spring Summer with its brand influencers Kathryn Bernardo and Kisses Delavin headlining the stylish event.
Vivo launched several mall and school tours in order to reach out to the younger populace. A total number of 59 mall tours nationwide featuring Vivo brand influencers and 19 school tours in various colleges and universities, inside and outside the Metro bringing the best bands and music artists.
In December 2017, Vivo had launched a touching tribute video for the freedom fighters of Marawi which garnered a total of 2.2 million views on the official Vivo Philippines Facebook page and 91,000 interactions. To follow through the brand’s gratitude for the selfless heroism of the soldiers, Vivo paid tribute by way of a pre-Christmas CSR activity at the AFP Hospital. Vivo Philippines volunteers and Vivo brand influencers dropped by to spend time with the wounded soldiers of Marawi to give moral support. The Vivo group offered simple tokens and a bit of entertainment to the delight of the soldiers and their families.
The success of Vivo can be attributed to its accurate consumer insight and creative marketing strategy. Vivo, indeed, maintained its momentum in the top tier of the mobile phone industry.