The Situation
OPPO sells mobile devices in over 20 countries but was entering a Philippine smartphone market dominated by Samsung and Apple. The brand had already partnered on successful launches of the R5 and N3 in Singapore, but the Philippine market presented a different challenge: a mobile-first population of 100 million with deep loyalty to established brands and aggressive competition at every price point.
OPPO‘s products were strong on quality, particularly the camera systems that appealed to the Philippines’ selfie-obsessed market. But product quality alone doesn’t generate coverage in a market where Samsung and Apple dominate media mindshare. OPPO needed a media relations strategy that would put its devices in journalists’ hands and let the product make the case.
The Approach
Phase 1: Review Unit Seeding Across Tech & Lifestyle Media
Sent OPPO devices directly to tech journalists and lifestyle media for hands-on review. When OPPO launched the Neo 5, Joy Plus, and R1X, every key reporter received a unit. The strategy was simple: let journalists experience the product quality firsthand rather than relying on spec sheets and press releases to tell the story.
Phase 2: Sustained Press Release Coverage
Maintained a steady press release cadence across all product launches and brand milestones to keep OPPO visible in the Philippine tech conversation. The releases provided the factual backbone for coverage, while the review units provided the experiential angle that turned press releases into detailed product reviews.
Phase 3: Ongoing Media Relationship Management
Built and maintained relationships with tech and lifestyle journalists to ensure OPPO stayed in the coverage rotation month after month. The relationship-first approach meant journalists looked forward to OPPO review units and actively sought opportunities to cover the brand, creating a self-sustaining coverage cycle.
The Results
- 2x Monthly media pickups consistently delivered at double the agreed target
- Rappler, GMA, Manila Times Coverage secured across top-tier Philippine publications
- Brisk sales Sustained commercial performance attributed to consistent media visibility
Campaign Highlights:
- Review units for Neo 5, Joy Plus, and R1X generated enthusiastic hands-on coverage from journalists
- Campaign built on the successful Singapore launch of the R5 and N3
- Media relationships produced a self-sustaining coverage cycle where journalists actively sought OPPO units
- OPPO became widely known in the Philippine market despite entering against Samsung and Apple
- Product-first strategy let device quality drive editorial sentiment rather than paid placement
The Takeaway
When the product is genuinely good, the most effective PR strategy is the simplest one: put it in journalists’ hands and get out of the way. OPPO doubled its monthly pickup targets because the review units did the convincing. The campaign’s job was to make sure the right journalists received the right products at the right time.
- Industry: Technology
- Service: PR & Digital Campaigns
- Solution: For International Brands Entering PH
Frequently Asked Questions
How does a new smartphone brand compete for media attention against Samsung and Apple?
By putting the product in journalists’ hands. Press releases describe quality. Review units prove it. When OPPO sent devices to reporters, the product made the case better than any pitch could. Journalists who experience a strong product become advocates for it in their coverage.
Why is doubling monthly pickup targets significant for a media relations campaign?
Because pickup targets represent the agreed measure of campaign effectiveness. Consistently delivering 2x the target month after month demonstrates that the media strategy is producing sustained demand for coverage, not just occasional spikes. It signals a relationship-driven approach rather than a transactional one.
What role do review units play in a smartphone PR strategy?
They convert a product story from secondhand to firsthand. A journalist reading a spec sheet writes a news brief. A journalist who has used the OPPO device for a week writes a detailed review with personal impressions. The review carries more weight with readers and generates more engagement.
How do you maintain media coverage momentum for a smartphone brand month after month?
Through ongoing relationship management alongside a steady product launch cadence. Each new OPPO device is a reason to reconnect with journalists. When the relationship is strong and the product is good, reporters start reaching out for units rather than waiting for pitches.
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