Who do you love? - OnePlus | Clapboard Ad Archive
OnePlus’s Valentine’s Day campaign, Who do you love?, created by Stellar and launched in the United Kingdom in 2017, draws on the unfiltered passion of its user base to drive a genuinely participatory marketing narrative for the fiercely admired OnePlus 3T flagship. Sidestepping the overused tropes of high-gloss product demonstrations, Stellar anchors the execution in the lived experiences and unscripted, public declarations of real OnePlus fans by weaving authentic community tweets into the heart of a romantic digital video. This approach taps into the emotional potency of Valentine’s Day, but with a strategic twist: love here is directed not toward a person but toward a technological object of desire—in this case, the OnePlus 3T—transforming traditional holiday messaging into a tool for galvanizing digital engagement. Rather than inventing characters or staging aspirational fiction, the campaign spotlights relatable, enthusiastic user voices, fostering a sense of belonging and mutual recognition within the tech-enthusiastic target demographic. By encouraging viewers to celebrate and share their own affection and experiences, with the incentive of potentially winning a pair of devices, OnePlus successfully migrates social conversation into an owned digital space at oneplus.net/lickoflove, all while amplifying its loyalist narrative across Facebook, Twitter, Google+, Instagram, and LinkedIn. With viewership surpassing 1.1 million, the campaign demonstrates a strategic understanding of contemporary fandom and peer influence, making every viewer complicit in the brand’s ongoing success story. The creative strategy belongs squarely in what Clapboard’s taxonomy classifies as FORMAT#10—Associated User Imagery, a technique that foregrounds user profiles and lived testimony as the core persuasive device, replacing scripted brand claims with the contagious enthusiasm of real customers. The campaign earns 69/100 in Clapboard’s global creative archive. At a moment when authenticity and community validation are vital for consumer electronics, this work matters because it affirms that a brand’s most powerful advocates are often the ones already using—and loving—the product.
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