Founded in 2013, Infinix is a global brand creating mobile devices equipped with best-in-class technology. In India, the brand marries first-in-segment tech with consumer-first pricing. Even with breakthrough products in the line-up, Infinix was unable to make a dent in the highly competitive mobile market during its initial years.
We helped the brand by creating and implementing a new ROI driven digital strategy — designed and developed multiple web platforms — managed all their media planning and digital campaign executions — leading it to be among the top five brands in 6-10K price category in India. Our executions were recognised both in Indian publications as well as international forums — resulting in two global campaign awards.
With multiple high-profile brands pushing devices in all price segments, the barrier for a new entrant to make its space was tough. Additionally, catering to multiple user segments lead to dilution of the brand’s messaging, reach and final impact.
We started by repositioning the brand for 6-10K price category and defined a new target audience. The focus was directed towards Tier 2 and 3 markets, creating a fresh set of prospective consumers. A granular segmentation of the audience helped us reach out to users which have been under-served in the past.
Based on insights from pilot campaigns, targeting was calibrated further for regional audiences (in Uttar Pradesh, Bihar, West Bengal, etc.) – we created campaign assets that were localised in terms of language and visuals. Additionally, we made use of new-age media channels like Tiktok, Helo and Sharechat that leveraged these assets.
Microsites with games and contests were integrated to build pre-launch hype. KOLs and Influencers helped uplift brand awareness during launch and pre-sale windows. Custom tracking was built for advanced retargeting capabilities through an in-house tool called ‘knw.one‘.
Media Planning & Buying
Paid Ads Management
Paid Search Management
Results of the strategy overhaul
6-10K price category in India.