ZTE is the fastest growing mobile handset producer in the world, having soared through the ranks of handset makers to reach No. 4 in the world in the second half of 2011. AxiCom has been working with ZTE for seven years to build their presence across Europe in both the telecoms network infrastructure and mobile devices markets, covering media from in-depth telecoms engineering titles through to consumer media for a range of target demographics. In 2011 AxiCom worked with ZTE to build a UK-specific online communications programme covering the development of a ZTE UK mobile devices website and social media communications covering Facebook, Twitter and forums.
 

The Challenge

The immediate challenge was to build a useful number of Twitter and Facebook followers to get a critical mass of consumers who were aware of ZTE as a handset producer, and who could start spreading awareness and positive perceptions about the company and its products to the wider UK consumer market.

The Strategy

AxiCom recommended running competitions for handsets via Twitter as the most effective way to quickly build followers who could then be encouraged to check out the website and Facebook pages to open up further opportunities for engagement.

The Result

The first week-long competition enabled five lucky followers to win a ZTE Blade smart phone. This results in more than 1500 people following the ZTE Twitter feed, with only a very small drop-off when the competition ended. Two months later a second competition to win one of five ZTE Skate smart phones, a high quality device with a big 4.3 inch screen, has resulted in a total of over 2500 followers with two prizes still to give away. Given that most handset sales to date in the UK were of OEM devices sold under telecoms operator brands, this is a great start for ZTE branded devices in the UK, and a pointer to future successes.