MSLGROUP - Online Marketing Campaign of the Year
Company Description: MSLGROUP is Publicis Groupe’s strategic communications and engagement group, advisors in all aspects of communication strategy: from consumer PR to financial communications, from public affairs to reputation management and from crisis communications to experiential marketing and events.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Online Marketing Campaign of the Year
Nomination Title: Genedigi, a Publicis Groupe / MSLGROUP agency: Huawei P9, Redefine the Mobile Photography
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
Statement of the Problem/Opportunity:
China’s mobile phone market was saturated by the end of 2015. For new phones being launched on the market meant that they needed to give consumers a true reason rather than just drive curiosity.
Huawei P9, was a revolutionary product created in collaboration with Leica that combined sophisticated camera technology with a superior dual lens. The challenge with camera phones was that since their arrival on the market in 2011, the cameras weren’t impressive and the results seemed more of a gimmick than a need.
Insights & Strategy
According to a study by Deloitte, 72% of respondents frequently use mobile phones to take pictures, and 89% share their photos on social networking sites. Photo sharing is a way that millennials connect with others. They value brands that allow them to express themselves in unique ways. The emotional response it triggers is connected to what is photographed and how it is photographed.
By embedded photography throughout the campaign, we could not only highlight the excellent camera of Huawei P9, but create a strong emotional preference to Huawei P9 and its technology.
Create the symbol of eyes to represent the dual lens of P9
Hashtags #OO# and #EyesOnMe# were used on Weibo as teasers to generate interest in the upcoming launch. Symbolically it was also asking participants to keep an eye out for what Huawei was going to do next.
Live launch event on social
We live blogged the launch event and used cinemagraph to create a series of “living” photographs post on WeChat and Weibo.
Social contest associating with hot topics
We created a series of lifestyle topics such as “Grandma Over Flowers” and a mobile phone photography contest “P9 Sees the World” on Weibo and WeChat. The campaign “P9 Sees Rio” during Rio Olympic Games successfully made connection to the trending topic.
Humorous viral videos to show product features
#IfYouDon’tTakeAGoodPictureDon’tBlameMe#: a series of emotional viral videos were created and aired on v.qq and Youku, China's most famous video platforms, around Chinese Valentine’s Day.
Launch the new colors to keep the momentum
We launched the metallic blue and cranberry red version of the P9. Focused on the emotional aspect of beauty in photography, we did a media coop with Vogue solidified the position as a fashionable brand.
By the end of December 2016, Huawei P9 and P9 Plus Sales surpassed 10 million models globally.
-+1.3 billion impressions.
-3.6 million Weibo engagements.
-+100,000 WeChat responses.
-+5.6 million iQIYI.com video views.
-+123 million page views for #SeetheworldwithP9#,and total interactions exceeded 6,120,000.
-Topic #EyesOnMe# received over 40,000,000 clicks the first day it published. Overall impressions is 342,068,000.
-#Huawei P9# was viewed 229,000,000 times with 908,000 interactions.
-351,436 impressions for #GrandmaOverFlowers# themed contents.
-The total impressions for #IfYouDon’tTakeAGoodPictureDon’tBlameMe# themed content was 13,283,612.
-The emotional viral videos has been viewed 192,080 times.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
-The Huawei P9 campaign was based on an in-depth understanding of millennials and their social media behavior.
-Our 360° digital campaign focused on consumer experience and changed the way that China looks at camera phones.
-Each activity of the Huawei P9 campaign was related to photography, not only highlighting the excellent camera of the Huawei P9, but also forging a stronger emotional image for the Huawei P9, and creating an emotional linkage with its technology and users.
-By focusing on the emotional aspects of beauty in photography, the campaign demonstrated how the Huawei P9 meets user needs, and solidified Huawei’s position as a fashionable brand.
-The campaign drew more than a billion impressions: 34,206,455 people actively participated and, by the end of December, more than 10,000,000 units P9 Phones had been sold.