realme Case Study

Background

Established in 2018, realme is an emerging global technology brand with the motto Dare To Leap, targeted at a young demographic.  As of June 2020, realme’s global users reached 35 million, ranking it the world’s fastest-growing smartphone brand.

The UK is the first brand-led market that realme has operated in, and our role as an agency is to translate the products into the brand voice,  playing with opportunities to connect, engage with others and establish a UK realme community.

Challenge

  • realme is a challenger brand entering the competitive UK mobile handset market. 
  • Our mission was to increase brand awareness & product purchase intent with social media BAU.

Objectives

  1. Increase brand awareness
  2. Maximise buzz surrounding product launches
  3. Cultivate unique brand voice with engaging content
  4. Increase size of social community

Audience

  • Gen-Z / Young Millenials

Our Solution

1. Tapping into Gen-Z psyche to build a brand

We researched target audience trends and converted key findings into opportunities for engagement. It was paramount for realme to tap into the cultural trend of emotional and digital merging, as well as consumers buying into brands whereby they feel a part of a community.

We established a witty, young and reactive TOV,  jumping on relevant social trends, joining conversations with tongue-in-cheek remarks and writing daring text-only Tweets, meme-style posts and giveaways. It all came together to build an engaged community now at the heart of the brand.

2. Growing a community with banter

We took the brand’s cheeky, lighthearted tone of voice and injected it into our Community Management across all social channels. 

Seeking to build rapport with Gen Z users, we weave current slang, popular emojis and youth culture references into each interaction. Our audience is always quick to react, creating many opportunities for banterous back-and-forths. 

Rather than shy away from negative comments, we address issues and look to resolve them for our clients, but also flip the narrative to our advantage. We formulate witty, subversive responses, establishing realme’s products as talking points on social media.

We researched target audience trends and converted key findings into opportunities for engagement. It was paramount for realme to tap into the cultural trend of emotional and digital merging, as well as consumers buying into brands whereby they feel a part of a community.

We established a witty, young and reactive TOV,  jumping on relevant social trends, joining conversations with tongue-in-cheek remarks and writing daring text-only Tweets, meme-style posts and giveaways. It all came together to build an engaged community now at the heart of the brand.

3. Thumb-stopping creative

We took the brand’s cheeky, lighthearted tone of voice and injected it into our Community Management across all social channels. 

Seeking to build rapport with Gen Z users, we weave current slang, popular emojis and youth culture references into each interaction. Our audience is always quick to react, creating many opportunities for banterous back-and-forths. 

Rather than shy away from negative comments, we address issues and look to resolve them for our clients, but also flip the narrative to our advantage. We formulate witty, subversive responses, establishing realme’s products as talking points on social media.

4. Influencer campaigns that amplify our message

We teamed up with hip, up-and-coming Gen Z influencers who shared our Dare To Leap motto, giving them the creative freedom to bring the brand to life in a way that felt natural and appealing to their audience. 

For each campaign, influencers partook in challenges relating to the key selling points of the new products. Activations ranged from the 3-minute Charge Challenge (realme 7 Pro charges 0-13% in 3 mins) to a Photo competition (realme 8 Pro has a 108MP AI Ultra Quad Camera) to introducing the realme mascot ‘realmeow’ in an unusual way, or even just a sponsored YT product placement.

5 Campaigns, 902,905 Impressions,  22% average ER

5. Digital-first photoshoots

Taking our asset game to the next level, for the realme 8 5G campaign we directed and produced a bespoke photoshoot. We captured cool product shots and lifestyle images that fit the campaign vibe.

Shots were then used to create a variety of motion-inspired assets that embodied realme’s Dare To Leap spirit of adventure, movement and rhythm.

6. Conclusion

As the world’s fastest-growing smartphone brand, we helped realme UK be an established and recognisable brand with a dedicated community on social media. 

By creating slick and engaging content, tongue-in-cheek community management, organising giveaways and sharing memes, we succeeded in increasing the brand awareness and product purchase intent amongst realme UK’s now combined following of 36.8K users across Twitter and Instagram, and beyond.

Results

5

Campaigns

902,905

Impressions

22%

Average ER

36.8K

Users Following

Client Testimonial

Launching a mobile brand in the UK is a daunting task, but Influence Digital seized the opportunity to carve out a distinctive social presence that drove brand awareness and built up excitement for new products that authentically connected with our target audience. The team showed that they were naturals at communicating with the Gen-Z demographic, ensuring all social touchpoints, such as copy, product creatives, influencer partnerships and model shooting, were crafted with relevancy and engagement in mind. As our community grew, Influence Digital evolved our persona to further cement realme’s credentials as a trendsetting brand, reacting quickly to trending topics and agile responses. Their work has supercharged realme’s growth in the UK and driven an incredible amount of brand value and positive sentiment on social media.