Why it matters

OnePlus goes to market with its community. It focuses on what users actually want rather than simply bombarding them with technical upgrades, an approach that the likes of Samsung are finding is no longer enough.


  • If you create a community around a brand, talk to it and listen to it both on a personal and a local level.
  • Keep people involved in some way – via events, co-creation and the development of an ecosystem around the brand, for example.
  • Stay focused on your community and don’t allow short-term business goals to distract you.

OnePlus is “probably the best smartphone company that you’ve never heard of”, according to Kate Parkyn, the brand’s Head of Growth Marketing. Not only is it a bold claim, but, unusually for a marketer, she’s comfortable with that lack of awareness.