OPPO Reducing Celebrity Endorsement in China
"OPPO has been reducing its celebrity endorsement strategy in China since 2017. At its peak, OPPO had used many celebrity stars as spokespersons for its flagship models. OPPO has shifted towards advocating more technological and innovation aspects. However, OPPO stated that it will still need to evaluate whether it will reduce celebrity endorsements overseas. OPPO has benefited from its vast marketing campaigns and gained a strong foothold in China as well as in South East Asia. Similar to Huawei, OPPO is now looking to differentiate itself and focus on technology innovation." - Mengmeng Zhang
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May 14, 2019
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