Huawei planned to launch its new flagship smartphone Mate 8 in Q4 2015, yet the lead time for marketing ideation and planning was short.
The brand hence hoped to enhance its ad campaign’s precision and effectiveness in reaching the right target audience by running a programmatic cross-screen targeting ad campaign.
Given the short lead time, an extensive yet precise audience targeting approach was taken to ensure impactful brand and product exposure in the market.
A cross-screen approach (PC + mobile) integrating traditional and new ad formats including iClick Interactive’s MoTV solution (mobile in-app native video ad) was adopted.
Ad creative and target audience groups had been further fine-tuned at different phases of the campaign based on ongoing ad data collected to optimize target audience reach and campaign ROI.
・16 times increase in loyal customer base
・Excelling product awareness for Mate 8 compared to competition