Challenges
- HONOR is a smartphone brand under the Huawei Group, born for millennials. Research showed Chinese brands remain an enigma in the eyes of their global audience.
- HONOR needed to establish a stronger brand image that resonated with millennials, one that recognized the brand as a champion for global millennials to chase their dreams and dare to be different.
- While HONOR's innovation and well-designed products were well-known among technology media, it was lesser known and appreciated by lifestyle media and KOLs.
Objectives
- Media Goal:Expand global media coverage from technology to lifestyle and art focused, positioning HONOR as a leader...