Vamp’s influencer content for Huawei contributed to a wider campaign that was so effective, the smartphone sold out before hitting store shelves.
Huawei’s approached Vamp to create a campaign to launch their latest smartphone, the Mate 20 Pro. They had a number of objectives. Firstly to build anticipation around its release date and highlight the key features of the Leica camera and the phone. Secondly, to drive traffic to the Mate 20 Pro website. Finally, they wanted a library of localised content that could be used across their internal channels.
The Gulf Cooperation Council’s (GCC) consumers are extremely discerning and value quality innovation in their lives. With this campaign Huawei hoped to target young, tech savvy male and female within UAE, KSA and Kuwait who are into photography, lifestyle and the latest innovation.
“We were extremely happy by both the quality of content and results of this campaign. In choosing talented photography specialists and lifestyle content creators, Vamp’s influencers were able to capture the unrivalled benefits of the Mate 20 Pro, its stunning design, and the beauty of the GCC region.
The campaign proved so effective, it directly contributed to the product selling out in the UAE before its launch date. We plan to re-use the campaign imagery across both our social channels and paid media”
Hossam Fathy, Digital Marketing manager, Huawei Technologies.
Given Vamp’s influencers highly engaged audiences, wide reach and content-creating abilities, we knew an influencer campaign would be the most effective solution. To build awareness, highlight the beauty of the phone and its unique features in the most creative way, and provide Huawei with high quality assets.
Talented content creators in the field of photography and lifestyle were given the the Mate 20 Pro ahead of the official launch to create content. The goal was to reach 9 million people.
To target the GCC’s discerning customers, it was important to speak to them as locally as possible. By using influencers from within the GCC and asking them to shoot with the GCC, this local element was felt throughout the campaign, which helped it resonate with its target customer.
A total of 52 male and female micro influencers were briefed for this campaign. Each were given the brief to create six Instagram posts (still image or video) and at least nine Instagram Stories over a three month period (November 2018 – January 2019). These posts were focused on highlighting the key features of the phone, for example: in screen finger print, macro and ultra wide angle feature, triple leica camera and reverse charging.
The campaign over-achieved every objective set.
52 influencers created 312 Instagram posts and 468 Instagram Stories viewed across UAE, KSA and Kuwait resulting in a total reach of 14,638,146, 62% above target.
The average engagement for this campaign for Instagram posts was 16.1%. An excellent result since the benchmark for brand sponsored content averages around 3%.
This campaign, as part of a wider marketing strategy, resulted in such a big buzz around the smartphone, that it sold out in the UAE before even hitting store shelves. An incredible result for an awareness-building campaign.
Huawei were also left with a bank of bespoke, authentic, high-quality imagery which they could use to amplify the effects of the campaign within their owned channels.