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Challenge

  • Consumers fear that Chinese technology lacks quality. Huawei wanted to change market perception to increase sales.

  • Our audience put their trust in tech influencers, and social media was a key component in driving purchase decisions for smart phones.

Solution

  • A 12 month Influencer Marketing strategy spanning global markets. Through a deep understanding of the market and attitudes and needs of our target audience, we crafted a global series of powerful, online and offline activations to help Huawei win.

  • We shifted perception of Huawei from a Chinese brand to a leading tech company at the hearts of audiences with key passion points and demographics. The programme reached 100+ million, engaged 20+ million people globally and saw a huge 32% uplift in positive sentiment after the campaign.

IMPACT

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