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HMD Global (Nokia Mobile)




Retail & Consumer


Creative, Influencer Marketing, Public Relations

Nokia: love it, trust it, keep it

Headquartered in Espoo, Finland, HMD Global Oy is the home of Nokia phones and HMD Services. HMD’s mission is providing accessible connectivity for everyone. HMD designs and markets a range of smartphones and feature phones and an expanding portfolio of innovative service offerings.  With an on-going commitment to security, durability, reliability, and quality across their device range, HMD is the proud exclusive licensee of the Nokia brand for phones and tablets.

The Challenge:

As demand for reliable, steady and affordable devices in Malaysia continues to grow, Nokia Mobile, a legacy brand in mobile technology, wanted to ensure that consumers had better insight into their devices, technology and key features. To better communicate the brand’s value proposition, Nokia Mobile curated a unique branding framework that showcased why consumers should love, trust and keep their Nokia mobile devices, setting them apart from their competitors. With a promising marketing message in place, we needed to identify a creative and effective tactical strategy that was able to drive top of mind recall for the brand while educating consumers about Nokia mobile’s key features in security, durability and sustainability.

The Solution:

We communicated Nokia mobile’s value proposition with two main groups of stakeholders – consumers and retailers – for maximum brand awareness.

To interact with the brand’s consumers, we created an integrated marketing strategy leveraging social, public relations, and influencer marketing. We developed entertaining, creative, and localised content on social, driving relatability for the brand while educating consumers about why Nokia mobile devices are built to last. We also leveraged paid media to reach a wider audience and built creative public contests and giveaways to drive engagement. On the public relations and influencer front, we invited key media titles, lifestyle KOLs and tech gurus to review Nokia mobile’s latest devices and experience the technology for themselves, driving further interest in the brand.

We also needed to support Nokia mobile’s retailers and meet their marketing needs so that they were able to better communicate with their customers. Hence, we developed an engaging brand messaging video, a mobile optimised device catalogue, POS marketing materials and a series of creative visuals that the retailers could either display in-store or use for online communications with their customers.

Key Results:

  • 10.2% avg engagement rate across social
  • 921,997 avg reach per month
  • 2.26% increase in followers
  • 192 pieces of coverage garnered
  • 17 product reviews conducted

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