The Ultimate Internship

OPPO

Mumbrella CommsCon Awards 2020:
Winner: Best Use of Owned Media

PR Week Asia Awards 2020:
Bronze: Best Influencer Marketing Campaign

OPPO – The Ultimate Internship

Fully integrated campaign.

To launch OPPO’s latest smartphone, the R17 Pro, we were tasked with developing a campaign that showcased the key selling point of the phone – its amazing camera. What’s more, the campaign had to generate mass brand awareness and media coverage all whilst appealing to a younger demographic (18-25).

Younger Aussies and Kiwis don’t talk about megapixels in everyday conversations. So to help OPPO join the conversations they’re having, we conducted research into their behaviours, ambitions and passions. Among many insights, what stood out was our target audience didn’t aspire to traditional jobs such as teachers or lawyers. Instead around a quarter dreamed of being a travel influencer!

Introducing the Ultimate Internship

Armed with this key insight, we created the “Ultimate Intern” position at OPPO in AU and NZ. This was a GENUINE, paid internship, where one applicant from each country would be given an R17 Pro smartphone and flown to the most Instagrammable destinations across ANZ in the quest to become an influencer.

Throughout their journey they were mentored by influencers including: @KOTravellers, @MillyRoseBanister and Libby Kay (@auburninsight) and created content for both their socials and OPPO’s.

To launch the campaign with a bang and drive applications we simultaneously launched across owned, earned and paid channels with a combination of advertising, teaser videos and exclusive media opportunities. This was followed by an integrated comms strategy to ensure a steady drumbeat of coverage and social engagement through the campaign.

The Results

People went crazy for the Ultimate Internship! By selecting everyday users to represent the brand, the campaign took a grassroots approach that saw genuine organic engagement with the content being the brand’s highest engagement to date. The campaign was an outstanding success achieving:

  • 1,500+ applications for the position received
  • 46 tier 1 coverage hits including; News Corp Metro, UrbanList, NZ Herald and 10Daily
  • Organic Instagram reach of 585,138 with 41,000+ likes across ANZ
  • 5,337 microsite visitors
  • Paid social metrics: $0.20 CPC, 3.2% CTR

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