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Huawei: Looking through the Latin American Lens

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Insight

The first thing to understand for this campaign was why Huawei had so far struggled in the region:  

- In LATAM there was a commonly-held perception that Chinese products are lower quality compared to other brands. So quality was key to change perception - but it had the perfect illustration of quality in the form of the P9 dual camera – a unique collaboration between Huawei and Leica cameras. What Vizeum needed to do was breakthrough the tech clutter and highlight this quality. 

But how do you do that when tech features are shown here there and everywhere by the big boy competitors?

- Agency analysis showed whilst competitors were ace at showing off their tech they were a little lacklustre in using the tech in the context they were selling it in – the beautiful Latin America. Or in other words failing to provide an experience with the tech, yet audience insight showed the luxury consumer yearns for experiences!

- Latinos are also very proud of showing off their countries; gastronomy, culture and natural wealth!

This leads onto the next piece of audience insight about Latam consumers and smartphone cameras. 

- Snappy happy is the word! With 71% of Mexicans taking/browsing photos on phones and checking their friends photo updates 4.9 times a day. 

- Like the rest of the world, visual content has grown in Latin America with photos and film dominating social network feeds. 32% were on the hunt for a better camera phone teamed with increasing Instagram usage with a 44% penetration rate.

Strategy

Entrenched in the insight that Latin-American consumers considered Chinese product of low quality, Vizeum proposed a strategy that focused on the demonstration of high quality through experiences, offering more than a mobile. Marketing the P9 as a top visual experience with four influencers from different countries in LATAM demonstrating the magic of Huawei P9 camera by showing their countries from unique perspective.  

The Leica P9 camera with state of the art Huawei technology could challenge the dominance of Samsung and Apple was the key quality point that had to be dramatised for the Mexican consumers through innovative usage and experiential context. 

By using the Leica P9 camera in the content generation of the media strategy the agency was able to put the very tech and level of quality it was advertising in the heart of the delivery of the campaign whilst providing consumers with an experience through the P9. 

Furthermore it proposed a content strategy which focused on making it contextually relevant to Latin America in the through the use of influencers and photo sharing of regional, country specific landscapes of the Latin American homelands. Setting Huawei apart from its consumers as it had a real reinvention of smartphone photography and put its tech in the Latin American context. 

The agency took the passion points of the consumers and within each market and made the decision to enlist influencers to develop content based on which topic was on trend in each market. Through a unique partnership with National Geographic it was able to reflect the quality of the phone in the quality of the content experience. 

Execution

First, Vizeum selected four influencers from each of the markets who reflected their local cultures and passion points: in Mexico, David Pablos, a Film maker and in Chile Cesar Fuentes an Astronomer, in Peru the focus was on food and used Virgilio Martínez – a renowned chef and in Colombia where fashion was key to the target market the agency involved Silvia Andrade an established Fashion designer from Colombia. 

It then developed a media partnership with one of the most loved channels in Mexico – National Geographic as an amplification and relevance building channel to tell visually impactful stories across the region. Tapping into the wide reach of National Geographic social channels and the photo sharing behaviour of potential P9 consumers. 

The four influencers attended a workshop led by leading NatGeo photographer (Dominique Bracco) who taught them how to use P9 features and camera professionally. 

They returned home and using their P9 created visual diaries (film and photo) of their countries producing unbelievable visuals of their beautiful homelands. All these experiences were filmed and distributed across Fox Networks, NatGeo Play, Fox Play and Huawei’s social networks. As a wrap up of the campaign a selection of photos was celebrated in an extraordinary book about the beauty of Latin America.

Results

Media results: 
• 527 spots broadcast across Natgeo, Fox, Cinecanal and Fx which meant it exceeded expectations by reaching 23% of the P9 target market
• But not only TV was successful. Social Media and specifically branded content hit 1 million impressions and 739,600 in reaching potential consumers
• The target to drive people to the website was exceeded by +231%, with 100,300 website impressions in Colombia and 47,500 clicks in Mexico over the original goal of 32,000. 

Business results:
• Brand awareness up from 65% to 78% regionally
• Huawei earned 10% of the LATAM market and became the 3rd most popular smartphone brand in the region. Prior to this campaign, Huawei only had 2.5%. Market share was ruled by Samsung (30%), LG (15%) and Apple (10%).
• Sold 12million P9 units which increased +40% compared to 2015.

Have Your Say

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Brand:
Huawei
Category:
Telecoms/Mobile
Region:
Chile
Colombia
Mexico
Peru
date:
August - October 2016
Agency:
Vizeum (1)
Media Channel:
Online,TV

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