Context & Challenges
Vivo, a leading Chinese smartphone brand known for its mobile photography technology, needed additional support in the UK and Europe to build awareness of its high-quality camera capabilities. For the launch of the VISION+ Mobile PhotoAwards 2025, the brand was looking for a trusted partner to recruit participants and manage competition submissions across the region. With teams in Shanghai and London, TONG was ideally positioned to interpret the brief with the China HQ team and activate locally to find the right communities and creators.
Vivo wanted to drive greater awareness among European consumers and photography enthusiasts while promoting the creative potential of its smartphone range. The brand needed a reliable partner to recruit participants, engage relevant creative communities, and bridge the gap between influencer marketing norms in China and the very different landscape in the UK and Europe.
Strategy & Execution
TONG focused on identifying and engaging photography communities and content creators who were passionate about mobile photography. Outreach centred on showcasing the creative possibilities of Vivo smartphones and inviting participants to join a global competition that celebrates talent and innovation.
A key part of the approach involved aligning Vivo’s expectations with the realities of influencer and creator engagement in Europe. TONG supported the China HQ team in understanding how local communities operate, then translated this into practical recruitment activity and content planning. Alongside participant outreach and managemnent, TONG produced a set of curated assets for the brand’s TikTok channel to drive visibility.
Results
The campaign generated strong engagement across Europe, with more than seventy participants submitting over six hundred photographs to the competition. TONG’s content production also helped amplify the initiative, with curated posts driving visibility and the official TikTok video achieving more than half a million views. Together, these outcomes strengthened awareness of Vivo’s mobile photography capabilities and built meaningful momentum for the VISION+ Mobile PhotoAwards 2025 in the region.
