CULTURE FORWARD

 HUAWEI CONSUMER BUSINESS GROUP

Huawei Consumer BG is one of the world's largest consumer technology companies, covering smartphones, PCs, tablets, wearables, and cloud services across global markets.

As Lead Community Manager for the Huawei P10 launch in 2017, I led brand narrative and community strategy across Huawei's social channels, building the brand voice and audience engagement framework for one of the most significant Android smartphone launches of that year. The work required translating a complex technology product into a culturally resonant brand story for a consumer audience at global scale.

Skills: Brand Narrative, Brand Strategy, Community Strategy, Brand Positioning

HUAWEI P10 #Standout #OO Case Study

The Challenge

Thanks to its Leica camera, Huawei wanted to make the P10 smartphone stand out as the best choice for photography. They needed to show that this phone was more than just technology; it was also part of the culture. Competing against other big brands at the Mobile World Congress (MWC), Huawei aimed to grab people’s attention.

The Strategy

Huawei partnered with the Saatchi Gallery, where artists used the P10 to create unique portraits, showing the phone’s creative potential. They also used Twitter, Facebook, and Instagram to build excitement with a promoted trend and a live video broadcast during the MWC event. By connecting with well-known names like Pantone and hosting events at Milan Fashion Week, Huawei positioned the P10 as both a tech tool and a cultural icon.

The Results

The campaign reached over 11.7 million people on social media, with mentions of #HuaweiP10 increasing 50 times. Huawei was the most talked-about brand at MWC, with #HuaweiP10 becoming the top Twitter trend in Spain. The campaign also received over 700 article mentions, reaching an audience of 1.2 billion people globally. The Saatchi Gallery exhibition saw 20% more visitors, leading them to extend the exhibit by three months due to high interest.