The use of technology is increasingly dominating various aspects of life, from education and healthcare to product and business marketing strategies. According to statistical data, 63.7% of the global population now uses social media, with numbers rising every year. With this continuous growth, are you still hesitant to optimize social media as part of your marketing strategy?

Social media marketing presents a significant opportunity to enhance brand awareness, engagement, and sales conversion. Nubia, as a technology company expanding its business in Indonesia, has proven its effectiveness.

In a competitive market where the brand was relatively unknown, Nubia successfully increased brand awareness by 225% and engagement rate by 5% through social media optimization.

This article will explore the strategies implemented by Nubia. Read on to gain valuable insights that can support your business growth and professional career.

About Nubia

Nubia is a Chinese smartphone brand founded in 2012. Initially, the brand focused on producing premium devices with unique designs and advanced camera innovations.

Nubia gained widespread recognition after introducing smartphones with professional camera features and sophisticated manual modes, attracting photography enthusiasts. The brand later expanded its portfolio with Nubia Red Magic, a dedicated gaming line designed for mobile gaming enthusiasts. This product line offers high performance and specialized gaming features, such as an optimized cooling system, making Nubia increasingly popular among younger generations, particularly mobile gamers.

Overall, Nubia’s competitive advantage lies in its technological innovations, which are not widely adopted by other brands, especially in the gaming and design sectors.

Nubia products are available across various platforms, including its website, marketplaces, and Eraspace retail networks.

Business Challenges

Despite its unique offerings, Nubia’s popularity is not yet on par with other global brands. In expanding its business in Indonesia, Nubia faces challenges in standing out amidst a highly competitive market. The brand remains relatively unknown among Indonesian consumers, while competitors have already established strong market presence, effective marketing strategies, solid reputations, and high user loyalty.

Additionally, as a Chinese brand, Nubia must overcome the perception that Chinese products are often seen as affordable but of standard quality. Nubia is confronted with the “just another Chinese brand” stereotype, where consumers perceive it as offering average specifications at a budget-friendly price.

To address these challenges, Nubia needs a strong marketing strategy, particularly in building brand awareness and engagement while educating the market about its unique features and product quality.

To achieve its business objectives, Nubia partnered with IDEOWORKS, Indonesia’s leading marketing agency, to develop an effective marketing strategy and execute it optimally to achieve its targets in Indonesia.

What We Do

Target Audience Analysis

As a technology brand, Nubia’s target audience primarily consists of young individuals aged 18–35, including employees and entrepreneurs who want to stay up-to-date with technology and lifestyle trends. This audience is highly active on social media platforms such as Instagram and TikTok.

Research indicates that for this audience, smartphones are an integral part of their daily lives. They seek advanced technology and high-performing features to support both productivity and entertainment. Understanding that smartphone quality significantly impacts users’ daily routines, Nubia aims to provide products that are not only trendy but also reliable in performance.

By identifying these audience preferences and needs, IDEOWORKS helps Nubia craft a relevant and engaging strategy tailored to its target market.

Competitor Analysis

A crucial step in Nubia’s strategy was conducting a competitor analysis to understand their strategies, strengths, and market positioning. Nubia’s main competitors in Indonesia include Infinix, OPPO, Vivo, and Xiaomi—brands that have effectively leveraged Instagram and TikTok to engage audiences through compelling content and strong user communities.

These competitors not only maximize social media but also have extensive distribution networks and after-sales services. They have successfully shaped a positive brand perception as quality-driven brands with active user communities.

Channel Audit

Before launching new campaigns, Nubia conducted an audit of its existing digital channels. Since its expansion into Indonesia, Nubia has utilized Instagram, Facebook, and LinkedIn for business optimization. Data from September 2022 to February 2023 revealed that Nubia’s Instagram engagement rate stood at 4.3%, with 20,893 interactions and a total of 4,183 followers.

The audit showed that Nubia’s top-performing content mainly consisted of product-related posts and giveaways. However, there is an opportunity to diversify content strategies by incorporating more engaging and educational product storytelling to strengthen audience connection.

Building a Strong Communication Strategy

After analyzing the data, the next step was to determine how Nubia could develop a communication strategy that truly resonates with its target audience.

IDEOWORKS played a pivotal role in reshaping Nubia’s brand perception in Indonesia. Initially seen as an “affordable Chinese brand,” Nubia repositioned itself as “The Innovative Enabler” a brand that drives innovation for its audience.

This strategy materialized through the #ZtartNow campaign, which carries the manifesto of inspiring and supporting young people in achieving their dreams. The campaign conveys the message:

“We all have dreams, whether it’s becoming wealthy, a photographer, an influencer, a professional gamer, or a leader. In pursuing these ambitions, you need the right technology to help you reach your goals. Nubia’s cutting-edge technology serves as the tool to make those dreams a reality.”

The Strategy: How Did We Do It?

After thoroughly analyzing the data, IDEOWORKS implemented the following key strategies to help Nubia achieve its business goals:

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1. Social Media Optimization (Instagram, Facebook, and TikTok)

To reach a wider audience and build brand awareness, Nubia focused on optimizing Instagram, Facebook, and TikTok. These platforms were chosen based on their popularity and dominance among the target audience. The optimization strategy was built upon the 4C framework: Create, Collab, Convert, and Community.

Create: Engaging and Visually Appealing Content

Nubia prioritized creating visually compelling content in both image and video formats, tailored to the audience’s persona and interests. To educate consumers, Nubia delivered informative

content about its products—covering specifications, features, and key advantages. This approach helped establish a new perception of Nubia as a high-quality brand.

Additionally, Nubia built brand trust by sharing user-generated content and testimonials from influencers and customers who have experienced Nubia products firsthand.

Delivered Content:

(Here, you can list and elaborate on specific content types, such as product highlights, user testimonials, feature breakdowns, lifestyle integrations, and interactive campaigns.)

Would you like me to format the delivered content in bullet points or a structured table for better readability?

Collab: Collaboration with Key Opinion Leaders (KOLs)

Key Opinion Leaders (KOLs) are individuals with significant influence in a specific community or industry and are regarded as experts or role models in their field.

Collaborating with KOLs is an effective marketing strategy for increasing brand awareness and establishing brand credibility. The success of this strategy heavily depends on selecting KOLs who align with the brand’s target audience. Therefore, before engaging in a collaboration, brands must conduct thorough research on audience demographics and how KOLs interact with their followers.

In this case, IDEOWORKS conducted in-depth research to identify the right KOLs to support Nubia’s marketing strategy. The primary criteria for selecting KOLs were individuals with a strong interest in technology and mobile gaming, as well as significant influence on social media platforms, particularly Instagram and TikTok.

Based on the research, KOLs from Bigetron Esports were identified as the ideal choice to match Nubia’s target audience preferences. Bigetron Esports’ followers primarily consist of young generations passionate about mobile gaming. By supporting Bigetron Esports, Nubia indirectly strengthens its brand image as a reliable smartphone brand for mobile gaming enthusiasts.

Additionally, Nubia collaborated with other KOLs who have a strong interest in technology, particularly smartphones. These collaborations included Jagat Review, Teddy Kho, Herry SW, Bangjoe Review, Bestindo Tech, Gonta Gani HP, DW Gadgets, Droitlime, K2Gadgets, Nyantech, M.A Tech, Teknozza, Gamebrott, Taufik Nobo, JKT Info, JKT Go, Volix, Pricebook_ID, dhiarcom, Kevin Luthfi, and Sulaiman Ginting.

This collaboration significantly enhanced trust and brand value for Nubia, as messages delivered by influencers tend to be more credible and persuasive to their audience

Convert: Driving Conversions

One of the primary objectives of Nubia’s content strategy is to drive conversions—whether by increasing website clicks, growing social media followers, or boosting engagement. The content produced is not only designed to capture attention but is also strategically crafted to encourage deeper interactions with the brand.

Each piece of content is equipped with a clear and well-directed call to action (CTA) to guide the audience toward meaningful engagement. With this approach, Nubia goes beyond simply focusing on reach or impressions; instead, it ensures that content serves as a bridge to convert audiences into product users.

Community: Building the Nubia Community

Nubia is committed to fostering an active and connected user community. This community serves as a platform where Nubia users can share experiences, tips, and tricks related to Nubia products. More than just a marketing channel, Nubia Community is an ecosystem designed to make users feel connected and engaged with one another.

By providing a dedicated space for discussions and consistent interactions, Nubia cultivates an environment where users feel valued and recognized—not just as consumers, but as part of a community with a shared vision.

Nubia Community plays a crucial role in enhancing user loyalty and building sustainable engagement, ensuring that users remain actively involved with the brand beyond just product usage.

2. Digital Activation to Support Product Launch

Digital activation is a strategy that leverages various digital platforms to support the launch of new products, aiming to capture the attention and engagement of the target audience.

In this case, Nubia utilized social media to promote its latest products while educating audiences about the newest features and technologies. One of the key strategies implemented was live streaming on Instagram and YouTube, allowing real-time interaction and deeper engagement with potential consumers.

Results

After designing the strategy and optimizing campaign execution, here are the key results achieved:

• Social Media Optimization: Nubia successfully reached a broader audience and built meaningful interactions. On Instagram, Nubia’s followers grew to 26.7K, with a total impression of 6.7K  and an engagement rate of 2.77%. Meanwhile, on TikTok, IDEOWORKS optimized the platform from 0 to 36.8K followers, achieving a total impression of 56K and an engagement rate of 0,2%.

Based on these results, it is evident that Nubia effectively increased brand awareness and engagement through social media strategies.

Looking to Expand Your Business in the Indonesian Market? IDEOWORKS is Ready to Help You Achieve Your Business Goals!

We’ve seen how Nubia, a Chinese smartphone technology brand, successfully enhanced its brand awareness and engagement through social media.

Are you also looking to expand your business in Indonesia but don’t have the right strategy? Or have you already started but haven’t achieved the desired results?

If you are facing these challenges, consult with IDEOWORKS Agency.

Why Choose IDEOWORKS?

As Indonesia’s top marketing agency, IDEOWORKS has extensive experience and deep market insights in branding and marketing. With professionalism and strong commitment, we have successfully helped numerous national and multinational companies reach their business goals in Indonesia.

Don’t miss this opportunity to grow your business in Indonesia! Let IDEOWORKS handle your strategy—fill in your details below and get ready to consult directly with our experts.