Huawei MateBook Launch Campaign
The award-winning campaign effectively promoted product awareness of and interest in Huawei MateBook via precise multidimensional mobile targeting solution, making the notebook the bestseller in…
Challenge

Referencing a survey that the shipping volume of notebooks surged in Q1 2016, Huawei launched its own version of the product – MateBook in the same year, targeting stylish businessmen.

The notebook market was dominated by a few brands at that moment, leaving little room for newcomers.

Meanwhile, the category’s target audiences had slowly shifted to mobile when it came to obtain information about product options and details. Huawei hence hoped to promote MateBook via mobile to precisely reach the right audiences to rapidly boost product awareness and actual sales.

Solution

Leveraging its data platform, iClick Interactive located the audiences with demand for MateBook, its competing products and notebooks, then expanded the campaign’s target audience size by adding in the audiences for Huawei’s smartphone Mate 8’s referencing our platform’s archived advertising data.

We then synchronized these target users’ online behaviors across PC and mobile to ensure an accurate grab of their preferences and hence precise ad deliveries.

We also leveraged the location-based system in mobile devices to specifically target users who appeared in specified business districts and at airports during the campaign period. We also data-mined in our platform the users who repeatedly made visits to our specified business zones and reached them via mobile ads.

As for media, we carefully selected a basket of premium apps that specialize in travel, business as well as IT and technology. We also rotated a set of ad creatives with different contents and objectives throughout the campaign period to maximize ad effectiveness.

Result

The campaign scooped the Outstanding Case Study Award and Big Data Marketing Award at China’s School of Interactive Marketing Awards 2016 and Top Mobile Awards 2016 respectively.

11.9 times
Increase in brand audience size
Bestseller in its category
More Case Studies
Travel & Hospitality
Adopting iClick Interactive’s programmatic video ad solution, the trusted online marketplace for accommodation listing and booking achieved a 41%+ increase in the user base that…
Sports & Lifestyle | Award-winning campaign
Adopting a full suite of iClick Interactive’s mobile advertising solution, Nike achieved a 400%+ increase in sales and a significant boost in online traffic for…
Automobile
Volkswagen Passat’s mobile ad campaign achieved an average CTR of 1.38%, with 370+ test drive registrations generated within two weeks.
Automobile
Land Rover algorithmically expanded target audience reach for Discovery 4 by 1.8 times using iClick Interactive’s data platform, and generated 2,530+ test drive registrations in…
FMCG
The sugar-free chewing gum significantly boosted brand awareness and user interaction rate via iClick Interactive’s MoTV mobile branding campaign, and achieved a 10-times higher-than-average CTR…
Luxury
Cartier reached an average CTR of 1.58% for its new men’s watch launch campaign via iClick Interactive’s MoTV solution, with 30% of the target audience…