With the launch of the the OnePlus Open, OnePlus’ first foldable smartphone with Hasselblad technology, to showcase the high quality camera while taking audiences on a journey through the lens of the OnePlus Open. We partnered with Sam Kolder and the Kolder Creative community to launch the OnePlus World Lens Challenge, a video content series merging the world of travel and technology while showcasing the creative potential of OnePlus phones in diverse aesthetic landscapes from around the world. Kolder Creative, founded by world renowned filmmaker and photographer Sam Kolder, is a community of over 100,000 aspiring film and photography creators.
To celebrate the spirit of exploration, inspiration, creativity across borders, and being #OpenForEverything, OnePlus and Kolder Creative teamed up to showcase the exceptional camera quality of the new OnePlus Open smartphone, while rewarding the best creative team with a $30K prize. Our objective was to educate audiences on the key features of the OnePlus Open, including Dolby Vision, 30FPS, multitasking capabilities that enable the simultaneous opening of multiple apps, and Hasselblad Cameras impressive attributes, such as low-light mode and up to 3x zoom.
Our key success measures included driving (1) Awareness of the OnePlus Open’s as an ideal tool for film and photography creators on the go (as measured by Impressions) and (2) Interest and consideration for the device (as measured by engagements and clicks to the OnePlus retail site).
Sam Kolder took the lead as the creative director for this challenge, selecting 6 Kolder Collective creators to 3 exotic destinations for 7 days to create an epic commercial in collaboration with OnePlus showcasing their brand-new phone 'OnePlus Open.' Each team showcased their own unique creative flair, ranging from VFX editing and captivating slow-motion sequences to stunning aerial shots. These diverse styles underscored the teams' exceptional talents as aspiring filmmakers and photographers. Team themes captured the spirit of being #OpenForEverything:
To drive continued excitement for the campaign, all 100,000 Kolder Creative members were given an opportunity to vote for their favorite commercial submission, with the winning team taking home $30K in prize money. Votes were ranked in order of creativity, production quality, and integration of the OnePlus brand.
As a holistic content marketing campaign, final commercial submissions and behind-the-scenes vignettes were shared across each creator’s organic YouTube and Instagram channels, highlights from each video were shared as Instagram Collab posts with the OnePlus channel, and static photos were produced for use across digital platforms. Additionally, Kolder Creative leveraged their Instagram channel and Newsletter to promote and share updates about the contest, including a celebration video for the final winner. Finally, Sam Kolder produced his own video featuring the OnePlus Open, sharing his experiences coordinating the collaborative effort and overcoming Imposter Syndrome.
We utilized gen.video proprietary tools to manage the program end-to-end from content review and approval, through performance measurement and analytics. Having a consolidated workspace for managing every aspect of the campaign simplified execution for all partners, including influencers, reducing the errors that arise through managing campaigns strictly through email, spreadsheets and documents.
The campaign coincided with the product launch in October 2023 and our influencers videos rolled out between October and November. We had individual briefings between our creators and the OnePlus team who could speak knowledgeably about the technology and answer the creators’ questions in real time. This allowed for a bridge between the brand and creator which ultimately led to better product literacy and understanding between the two parties before any filming commenced.
By leveraging a robots creative network, we successfully surpassed all goals for the program, delivering a 300% increase in expected impressions and a 27% increase in engagements when compared to previous campaign performance. Click-through-rates met expectations for this campaign.
The key insight our teams will apply going forward is to continue leaning into design communities to offer opportunities to showcase their talents and gain exposure for their work.
