Huawei MateBook Launch Campaign
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.
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.
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.
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