The Campaign

M1 was Huawei's first 8 inch mobile device. It had no outstanding competency in the fierce battlefield of 8 inch mobile products. How to make M1 the first choice of consumers with medium income (who are not willing to buy a tablet)? We connected with consumers with music and dream. We encouraged people to share their originally composed piece of music around DREAM on Douban. And those who got the most votes would compete in the final offline contest. Online sales increased 10%+ YOY during the campaign.

Success of the Campaign

271,104 participants 1000+ high quality original songs uploaded, including some famous original musicians Around 700 people took part in the offline event Online sales increased 10%+ YOY during the campaign

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

Phase one: based on users' online behavior, we generated personalized song lists with the theme DREAM. Phase two: We encouraged people to share their originally composed piece of music on Douban, an influential Chinese social network, who developed a tailor-made page for Huawei M1 original music ranking billboard. All the music was related to DREAM. Besides Douban, we leveraged Weibo, Wechat to amplify the influence. All online pages led to Huawei's e-commerce site. Phase three: We held an offline event for final round competition, and of course, a product experience party as well.

We found the common interest of target audience after a series of consumer insight analysis: these young people enjoy their lives, love music, and have strong ambition to pursue their dreams. 'Passion for music' was the core communication concept to display M1's high quality audio function, as well as build an emotional connection with our target audience.