When H+K Strategies was appointed the creative lead agency role in 2017, Huawei was suffering low market share, tarred with a reputation of being a cheap, Chinese brand. Our objective was to appeal to a more premium target audience, to help position Huawei amidst the tech giants Apple + Samsung. Further research into the issues showed us that we needed to enhance the understanding of Huawei’s superior technology and premium qualities in order to make it attractive to the higher end of the market in this region.
Moving away from Huawei’s traditional approach of using globally-created content that focused on the product itself, we wanted to position Huawei at the heart of cultural moments, aligning it with brands sharing similar values, and featuring real people with real relevance to our target audience.
This extended into a series of moments for the brand, from activation at Arab Fashion Week to lifestyle shoots at La Mer, generating engaging and relevant content that communicated the brand values and the product features at the same time.
Since then, Huawei has doubled its market share in UAE and KSA – from 3.5% to 8% in the UAE, and 7.5% to 13.5% in KSA. More importantly, Huawei is now the third most considered mobile phone brand in the GCC. Social listening also shows us that we have successfully moved the brand away from being associated with words like ‘cheap’ and ‘Chinese’ to more positive words including ‘technology’ and ‘future’.