Last year, Vivo proved itself as the fastest-growing global smartphone brand in terms of popularity among the Philippines’ hip and youth market, with 1.1 million users to date and 5,200 stores across the country. So what made Vivo successful?
Care for its users
The brand has been continuously focusing on providing a better user experience by maintaining six research and development centers. It has also forged a technical and patent-sharing partnership with Qualcomm for improving its lineup of products.
Taking sports marketing seriously
In 2017, Vivo signed up with NBA superstar Stephen Curry and was granted official sponsorship of the 2018 FIFA World Cup. The brand also supported various sporting events as co-sponsor (ABS-CBN NBA Philippines Season 2016 and 2017, Season 2017 and 2018 of the NCAA Men’s Basketball, and the UAAP Men’s Basketball Season 80).
Entertainment, lifestyle, and fashion were a spotlight for Vivo in 2017
Vivo also made its entrance to the entertainment, fashion and lifestyle scene in 2017. During the launch of its latest flagship in the country, the V7+, the brand introduced its new lineup of ambassadors, including Kathryn Bernardo, Daniel Padilla, and Julie Anne San Jose.
Vivo also co-presented the 2018 Mega Fashion Week Spring Summer which featured brand influencers Kathryn Bernardo and Kisses Delavin headlining the stylish event.
To reach out to more consumers, the brand also held 59 mall tours and 19 school tours in various colleges and universities, even going outside of Manila.
Vivo helps, heals, and cares
In December 2017, Vivo launched a very touching video as a tribute for the troops in Marawi, gathering a total of 2.2 million views and 91,000 interactions on Facebook.
The brand also held a pre-Christmas activity at the AFP Hospital, as a way of expressing gratitude for the selfless heroism of the soldiers. Its influencers spent time with the wounded soldiers to give moral support. The group also offered simple tokens and a bit of entertainment to the delight of the soldiers and their families.
Vivo has indeed kept its momentum, establishing its place at the top tier of the mobile industry. All this can be attributed to the brand’s accurate insight of consumers, and a creative marketing strategy. It has become something that’s relatable with young and hip consumers – a brand that’s reachable and serviceable anytime, anywhere.
Emman has been writing technical and feature articles since 2010. Prior to this, he became one of the instructors at Asia Pacific College in 2008, and eventually landed a job as Business Analyst and Technical Writer at Integrated Open Source Solutions for almost 3 years.
