Looking Back on Vivo’s Entertainment Marketing Strategy

Vivo may be a young smartphone brand but it is one of the most successful today. In the Philippines, it is the third most popular brand with at least 1.1 million users and 5,200 stores nationwide. It’s known for its advanced technologies but a secret to its success is its continued partnership with celebrity endorsers who support the brand.

Before Vivo partnered with local endorsers, the brand tapped NBA superstar Stephen Curry in September 2016. Two months later, they got dancer, model, and actor McCoy de Leon and top local lifestyle blogger Verniece Enciso.

Its biggest move was in September 2017 when it launched the Vivo V7+. For that campaign, Vivo tapped love team Kathryn Bernardo and Daniel Padilla, Pinoy Big Brother Season 7 Big Winner Maymay Entrata, teen queen star Barbie Forteza, heartthrobs Inigo Pascual and Tony Labrusca, Soul Supreme KZ Tandingan, and Boyband PH (composed of Joao Constancia, Niel Murillo, Tristan Ramirez, Russell Reyes, and Ford Valencia). Other brand ambassadors were The Voice Kids runners-up Sassa Dagdag and Darren Espanto, Pinoy Big Brother alumni Maris Racal, Kisses Delavin, and Loisa Andalio, Instagram sweetheart Sue Ramirez, singer-songwriter TJ Monterde, telenovela star Andrea Brillantes, The Voice alumnus Jason Dy, Starstruck Kids discovery Paul Salas, rising star Chiena Filomino, model Kira Balinger, and sexy DJ Ashley Rivera. For 2017 alone, Vivo tapped 27 local endorsers.

Apart from partnering with local celebrities, Vivo also launched several events involving their endorsers.

One of its biggest projects is Popssss, an online music program under ABS-CBN’s One Music PH. Popssss, powered by Vivo Philippines, featured fresh and seasoned talents in the local music scene. It was launched in February 2017 and featured soap opera star and recording artist Alexa Ilacad with Pascual and Labrusca.

Another was its partnership with Mega magazine for Mega Fashion Week in October 2017. During the pre-event gala, Vivo co-sponsored a fashion film on Enciso and Mega covergirl Bernardo. The trendy opening party, attended by the biggest names in fashion, was captured by the Vivo V7+. During the fashion show, Delavin graced the catwalk.

The brand also launched Vivo Exclusive episodes online, where influencers were asked to do challenges. Espanto was asked to put as many marshmallows as possible in his mouth, which gained 96,000 views. Another popular episode was when de Leon answered “kilig” questions, which got 76,000 views. In another episode, the members of Boyband PH revealed each other’s secrets.

To cap off the year, de Leon and Elisse Joson held a mini-concert on November 25 at the SM Skydome, while Pascual held the successful Para Sayo thanksgiving concert on December 1 at the Music Museum.

With all these endorsers and strategies, it comes as no surprise that Vivo is one of the most successful smartphone brands in the Philippines!


This story is in partnership with Vivo. To know more about its products, visit the website or follow them on FacebookTwitter, and Instagram.

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