Vivo is a leading smartphone brand in Australia. Since its founding in 2009, Vivo has expanded to over 100 countries around the world and is currently experiencing rapid growth and popularity. In December 2020, Vivo and Zeiss announced a long-term strategic partnership to jointly promote and develop breakthrough innovations in mobile imaging technology via the Vivo X60 Series.
Vivo engaged Rocket as their ecommerce ads agency in June 2021 to launch this new premium phone, the X60 Pro, to the Australian consumer market. A phone packed with high-end specifications that seriously challenge rivals the iPhone 12 and the Samsung Galaxy S21. The key objectives were:
1. Build brand awareness by launching the X60 series via YouTube
2. Connect directly with Vivo’s target market including mobile enthusiasts, shutterbugs and social media enthusiasts.
3. Persuade consumers to make a purchase.
Rocket’s digital marketing specialists deployed a well-planned strategy to hit Vivo’s KPIs by maximising a tight media budget across all stages of the campaign.
The campaign was launched via YouTube, Google Display and Google Search Ads in three stages:
The campaign included multiple creatives run across channels, which promoted careful optimisation and budget allocation to maximise click-throughs and engagement.
Because the X60 Pro was a new product, all direct and organic traffic have been a direct result of our awareness strategies.