ALL ACCESS - Uncovering the secrets of Vivo’s success in 2017
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Uncovering the secrets of Vivo’s success in 2017
There was just no stopping Vivo this 2017. The
global smartphone brand proved to be the fastest growing in terms of popularity
amongst the young and the hip crowd in the Philippines, settling itself on the
third spot in the market beyond brands Apple, Huawei, LG, and Asus. To date,
Vivo has at least 1.1 million users and 5,200 stores in the Philippines.
But before finding fame in the Philippines in early
2016, Vivo has already been named as one of the top 5 global smartphone brands
and observed the highest year-over-year growth of 32% in global shipments.
Vivo’s success remains unprecedented with 200 million Vivo global users and 19
overseas markets in 2017.
What made Vivo successful?
Vivo cares about its users, pushing the brand to
constantly innovate and improve user experience. Vivo maintains six research
and development centers and continuously improves their products. In order to
ensure its top position in the technology and mobile phone arena, Vivo established
a technical partnership and patent sharing with leading telecommunications
equipment company Qualcomm.
In an aim to provide its users—mostly the young,
selfie-centric generation, Vivo launched the world-leading 24MP front
camera—one of the industry’s firsts with a special selfie soft light to cater
to constant need to document one’s experiences anytime, anywhere, even in dimly
lit environments.
Vivo took Sports marketing seriously in 2017
Vivo signed up NBA superstar Stephen Curry in mid
2017 to represent its equally first-rate brand. Likewise, the big-ticket brand became the official
sponsor of the 2018 FIFA World Cup Russia which it heavily advertised in the
entirety of 2017. In the Philippines, Vivo supported various sports events as
co-presenter and sponsor of ABS-CBN NBA Philippines Season 2016 and 2017 and
Season 2017 and 2018 of the NCAA Men’s Basketball and UAAP Men’s Basketball Season 80.
Curry video link: https://www.youtube.com/watch?v=CMiOo9od0a0&feature=youtu.be
Entertainment, lifestyle, and fashion were a spotlight for Vivo in 2017
Vivo’s entrance into the entertainment, lifestyle,
and fashion scene were quite eventful in 2017. During the grand launch of the
Vivo V7+, the biggest celebrities were formally introduced as the ambassadors
for the brand with Kathryn Bernardo, Daniel Padilla, and Julie Anne San Jose
headlining the roster of these star influencers. 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.
Vivo also served as co-presenter of the 2018 Mega
Fashion Week Spring Summer with their brand influencers Kathryn Bernardo and
Kisses Delavin headlining the stylish event.
In order to reach out to more of the younger
populace, Vivo mall and school tours were also in abundance with 59 mall tours
nationwide featuring the Vivo brand influencers and 19 school tours in various
colleges and universities in and out of Manila featuring the best bands and
music artists.
Vivo helps, heals, and cares
In December 2017, Vivo 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 with their 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.
Vivo, indeed, maintained its momentum in the top
tier of the mobile phone industry. This success can be attributed to the brands
accurate consumer insight and creative marketing strategy. Vivo is relatable to
the global young and hip consumers and is a reachable and serviceable brand
anytime, anywhere.
For
inquiries about Vivo, visit the Vivo website at www.vivo.com/ph or check out their Facebook (https://www.facebook.com/VivoPhil), Instagram (https://www.instagram.com/vivophil/), and Twitter (https://twitter.com/vivo_phil) accounts.
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