2015 Winners & Shortlists

Creative Execution

Pre-Launch: series of famous tongue-twisters (eg, she-sells-seashells) to craft the campaign. Launch: 6 internal En-Ar tongue-twisters, challenging users to respond. On Youtube-Facebook to: • Leverage mass appeal of Facebook. • Encourage interaction with brand’s content, increasing fan growth+engagement. Weekly 30s user challenge videos attempting Tongue-Twisters. Most popular weekly submission was the winner. Media Strategy: • Facebook app-install ads targeting users interested in technology+android devices. • Facebook promoted-content targeting fans of other regional consumer-tech brands. • Youtube trueview ads targeting people searching for the brand (right+wrong spellings). Creative: Branding, content and media strategy all questioned brand pronunciation. Key visual consisted of variations of the brand pronunciation. Wanted consumers to know that we were laughing with them.

Over the 3 week campaign period: • Achieved 75+ Million brand impressions, 123% more than before. • Reached 5+ Million unique users, maintaining a 0.7% CTR. • Sales increase of 42.7% for the Ascend P6 across GCC, compared to previous period. • Received almost 10,000 video submissions, surpassing all industry benchmarks. • Achieved 75,000+ new fans on Facebook • Achieved 200% increase in Youtube views (launch video had more than a million views) • Brand searches online doubled during and 1 month post campaign period • 14% drop in brand misspellings on Facebook & correctly spelled Google search increased by 60%. • 550% leap in Huawei smartphone shipments in the quarter post campaign.

1.Increase positive brand impressions by 50% compared to the previous launch campaign, as measured by community growth and reach on Facebook. 2.Increase brand engagement during campaign period to be better than the regional benchmark, as measured by page engagement and content interactions metrics. By what percentage, we didn’t have a specific target – it was to maximize it. This was already a very ambitious goal; as electronic brands are known to be social media savvy and have some of the toughest benchmarks for metrics like page engagement and response rate. 3.Increase Ascend P6 device sales by 10% compared to the launch campaign created earlier during the year. An ambitious goal, we wanted to ensure that our efforts would not only drive brand awareness, but create brand affinity that impacts Huawei’s regional bottom line. (Facebook Insights and analytics/benchmarking dashboards would be used to measure our social media objectives stated above.)