Campaign details
Agency: WM Select, Wavemaker
The campaign had to launch the Huawei P20 Pro handset and grow market share – by overcoming some significant barriers
Strategy
There were four challenges Huawei faced.
They have smaller budgets than Samsung or Apple; a low brand awareness score; are 100% reliant on retailers; and the mobile handset market was stagnant.
So the campaign immediately challenged convention by launching early, driving more awareness and building a list of engaged users to re-target post launch.
To make the limited budget work even harder, the work used YouTube retargeting, created look-a-like audiences and set...