The Campaign

China has the largest migratory population in the world. Every year millions of people move across the country to find work or to study. Families and friendships are torn apart and people have to share their lives and experiences with each other through photos. But these pictures are always missing that key ingredient - the missed family or friend who they wish could be there. We can’t bring people together physically, but we can at least bring them together in their photos, a fun, creative, and meaningful double selfies consumer engagement and built strong emotional bonding between the brand and consumers. We created a well-integrated campaign by leveraging creative display, interactive activity, virus media content and major IT events. During the period, over 1.5 million visited the mini-site. Over 60,000 photos collected. We successful challenged the Guinness world records with the title of 'the world's largest web shadow photo wall'.

Success of the Campaign

• Drive over 1.5 million visitors to the campaign mini-site • Over 100 thousands people took initiative to uploaded photos • Gained 330K search results about this campaign in Baidu, and 190K tweets in SINA Weibo • Collected over 60 thousands photos • Successful challenge the Guinness world records with the title of “the world's largest web shadow photo wall”

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We invited people to upload their favorite pictures through PC or Mobile platform and then ask their estranged friends or family to complete the photo by taking one of their own. The result was a visual social dialog between two people. They could take selfie with the same position but in different cities, or any other creative ways. We leveraged impactful KV ads in series to drive high attention, and 4 styles of KOL outputs create big buzz. During the Mid-Autumn festival, we invited media editors to live-broadcast the festival on our photo platform by groufie to amplify influence. The big event of winning Guinness record of “the world's largest web shadow photo wall” achieved the highest peak of campaign.

The launch of Honor 6 achieved huge success, and gained high recognition from consumers. However, we found out that ratio of male aged 30-39 was higher than industrial average. Most of this consumers group considered Huawei Honor as “high function performance with cost-benefit” product. How can we make Huawei Honor not only as functional and reliable, cost-efficient product, but also a loveable mobile phone brand? In current mobile digital era, people love to take photo with their smart phone and share it with friends through social network immediately. When people sharing their photos, they always like to describe their mood and feeling at that moment with that photo with some words, then their friends/ family will make conversation with him/her by leaving some comments. What if we can bring people together in their photos? Therefore, we initiated the fun, creative, and meaningful double selfies consumer engagement.