Five years ago, you might not have heard Huawei. But today, the company is considered a giant in the mobile industry. The brand is recognized as the world’s no. 2 smartphone maker, behind Apple and Samsung. In fact, it sold 139 million phones last year and it generated a profit of $5.3 billion.
How did Huawei climb its way to the top?
1. Huawei Best Wei Campaign: Creates strategic campaigns to increase brand awareness
Huawei did not want to just leverage product functionality, they also wanted to focus on building brand awareness. They knew that in order to gain hype they had to embrace local markets and create content, and as a result they created the Huawei Best Wei Campaign. The campaign’s name is attributed to the local slang of Malaysians. It brought together local talents, local talents and media platforms to engage with its target audience.
In 2016, they won gold at the Marketing Excellence Awards. What makes the campaign a stroke of genius, is its focus on localization. The brand partnered with MPTN to create a campaigns or videos that would leave a mark on Malaysian audiences. With help from local partners, Huawei releases advertising campaigns that are tailored to resonate with its target audience.
2. Collaborations with A-List Celebrities
Huawei has had a number of successful A list celebrity collaborations in the past. Among these successful collaborations include its teaser campaign for its Nova 2i smartphone, starring Hanna Delisha.
A-list celebrities have a massive fanbase. As such, collaborations with them can guarantee a boost in brand awareness.
3. Accumulated 44M Facebook Followers by Creating Engaging Visual Posts
Huawei’s online success can be attributed to its consistency when posting on its social media pages. These posts are accompanied by visually rich imagery and videos. An example of such a post is the current #Standout campaign for the Huawei P10.
The campaign teases on the features and color options for the upcoming smartphone. According to a post, the colors would allow users to “let your personality shine.” With a total of over 44 million followers on Facebook, the strategy seems to be working. When it comes to social media, consistency is key. By ensuring that social media pages are up-to-date, the brand is able to sustain and maintain its number of followers.
Here’s a recap of the lessons from Huawei’s success:
- Focus on localization
- Collaborate with celebrities
- Create engaging visual posts
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