Connecting Huawei with in-market tech and fitness enthusiasts to spearhead expansion into wearable and audio tech space - A multi-format video ...
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Connecting Huawei with in-market tech and fitness enthusiasts to spearhead expansion into wearable and audio tech space A multi-format video campaign powered by Search Intelligence, planned and bought by Wavemaker UK
Campaign Overview
Prospecting new audiences, driving awareness,
and consideration for Huawei’s wearable and
audio technology
Opportunities
+ Strengthening Huawei’s position in the wearable and audio tech space by shifting perception of it being a purely
smartphone brand
+ Showcase a diversified wearable and audio product range and notable features for HUAWEI Watch Fit,
HUAWEI Watch GT2 Pro and the newly launched HUAWEI FreeBuds Pro
Key Objectives
+ Drive awareness and consideration for Huawei’s wearable and audio product range and unique product
features to influence brand perception
+ Prospect, reach, and engage with Huawei’s core audience of tech and fitness enthusiasts displaying high
intent for each product through standard and interactive video formats
+ Interactive branded video canvas KPIs—1% Click-Through Rate (CTR) and 75% Viewability
+ Standard video KPIs—70% Video Completion Rate (VCR) and 75% Viewability
Strategy
Huawei and Wavemaker UK partnered with Captify to leverage the power of real-time Search Intelligence to
identify and reach tech and fitness audiences who are in-market for the latest wearable and audio technology,
and show high intent for Huawei’s products.
By combining search-powered audiences with creative activation, Captify mobilized a unique strategy to drive
brand and product awareness, and to maximize audience engagement through standard and interactive
video formats.
Audience Planning
Building dynamic and custom audiences
powered by Search Intelligence
Overview—Captify and Wavemaker UK created a unique and connected audience strategy across Huawei’s wearable and audio tech products—fresh search behaviors were used to identify and target
audiences in-market for tech and fitness products, and those who demonstrated high intent for each of Huawei’s devices.
Driving incremental reach—Evaluating connected interests and trigger moments throughout the audience journey allowed Huawei to reach hyper-relevant audiences higher up the consideration
funnel—tapping into sporadic moments such as working out, searching for the latest deals or affluent spending.
Captify optimized towards top engaging profiles, moments, and interests to maximize reach and engagement. By analyzing billions of consumer search journeys, Search Intelligence identified intuitive
and non-intuitive connections to uncover new hidden audiences—creating a qualified range of audiences who are most receptive to each product.
Key
HUAWEI Watch GT2 Pro HUAWEI Watch Fit HUAWEI FreeBuds Pro All 3
Huawei’s wearable and Targeting in-market Identifying & prospecting Achieving scale through
audio product range audiences high intent audiences hidden audiences
Adventurous Achievers Luxury Lifestylers Outdoor Enthusiasts
HUAWEI Watch GT2 Pro
Sky diving 5-star resorts Camping sites
Tech Enthusiasts Product Intent Replacing Tech
HUAWEI Watch Fit
Nvidia GeForce Release HUAWEI Watch GT2 Pro review New computer
Fitness Enthusiasts Competitor and Brand Intent Working Out
HUAWEI FreeBuds Pro
Workout plans Apple Watch SE Review At-home exercises
Gifters Deal Hunters
Tech gift ideas Black Friday sales
*Example audience seed search terms and intent signals
Activation
Driving engagement and efficiency through
a search-powered video campaign Branded video canvas
Captify’s award-winning search-powered Creative Studio applied
Huawei’s creatives and messaging across multiple formats.
The Creative Studio team utilized an interactive branded video
canvas for HUAWEI Watch Fit to ensure high impact and maximum
engagement, and standard video for HUAWEI Watch GT2 Pro and
HUAWEI FreeBuds Pro to increase efficiency.
Audience-controlled
1. Driving engagement at scale with a branded video canvas carousel to encourage
+ Branded video canvas to drive brand recall and synergy with engagement
the wider campaign
+ Dynamically adapted messaging based on search intent
signals to increase relevancy
+ Product carousel for audiences to browse devices without
interrupting the video, driving higher VCR and engagement
2. Enhancing efficiency through standard video
+ Repurposed Huawei’s standard video assets to harness intent
signals revealed through dynamic search data Tailored CTA
to optimize the
creative performance
Driving performance and scale for HUAWEI Watch Fit
Captify’s Search Intelligence revealed that ‘Brand and Product Intenders’, ‘Tech Enthusiasts’, and ‘Christmas Shoppers’ were the top engaging audiences for HUAWEI Watch Fit.
These unique insights fueled mid-campaign optimizations and drove the interactive format CTR to 2% for the final two weeks of the campaign.
Measurement
Exceeding engagement, CTR and VCR
goals—driving brand uplift and awareness
Search uplift proving strengthened brand position Attribute analysis showcasing Huawei’s authentication as a wearable tech fitness brand
HUAWEI Watch Fit pre and Style
Up to Overall a
post-campaign attribute analysis
2.5X 2X
search uplift search uplift Health stats Workout
for Huawei after being for Huawei’s wearable and
exposed to a Captify ad* audio products post-campaign*
*compared to a control group who were not exposed to the ad 5.1 3.4 1.7 0
Strong performance across all KPIs for both formats Apps Weight loss
Pre-campaign
Interactive branded video Standard video
canvas KPIs: KPIs: Post-campaign
1% and
CTR 70%andVCR Outdoor activities Price
75% viewability 75% viewability Post-campaign attribute analysis revealed, after driving awareness for product features during the campaign,
audiences became notably more interested in attributes related to fitness for all three products—particularly
‘weight loss’ features, which was the highest indexing attribute across all devices.
Outperformed all
The 2.5x search uplift for HUAWEI Watch Fit was driven by ‘health stats’, ‘apps’ and ‘weight loss’, with the first
KPIs including:
not indexing at all pre-campaign, highlighting how audiences are searching for features that get the most out of
1.4XandCTR 2X their product.
higher than target CTR
1.1X VCR This analysis suggests that the campaign generated interest in the respective product features and that Huawei
has in turn begun to establish themselves as a wearable tech fitness brand.
Testimonial
Hear from Huawei and Wavemaker UK
Working with Captify enabled us to craft a sophisticated, dynamic audience matrix for the launch of our new
wearable and audio product range. With Captify’s technology we built a range of search-powered audiences
with an affinity, interest and intent linked to the unique attributes of each of our products. This approach
brought more accountability to our awareness strategy.
Showcasing the products via video was also crucial to demonstrating their full capabilities. The approach
allowed us to drive a more hyper-relevant experience for consumers—which delivered a brand uplift and
perception evolution overall.
Daniela Badalan
Senior Digital Marketing Manager—Huawei UK
Testimonial
Hear from Huawei and Wavemaker UK
At Wavemaker, we pride ourselves in working with privacy-first data partners who deliver critical insights that
move the strategic needle. Our partnership with Captify played a key role in expanding and strengthening
Huawei’s reputation in the wearable and audio tech space. Captify’s fresh Search Intelligence data and
award-winning Creative Studio enabled us to reach not only audiences with high intent and affinity for
Huawei’s product range, but also hidden audiences for us to prospect at scale.
Stephanie Mastio
Precision DirectorGet in touch Captify is the leading Search Intelligence Platform for the open web and the largest independent holder of first-party search data outside of Google, connecting the real-time searches from over 2 billion devices globally. Its Search Intelligence technology powers omnichannel programmatic advertising and real-time insights for the world’s biggest brands, such as Disney, Unilever, eBay, Mercedes-Benz, Microsoft, Nestle, GSK, Uber, Mars, P&G, Sony and Toyota—without reliance on third-party cookies. Captify brings brands more customers, publishers greater yield and consumers the most relevant digital experiences. sales@captify.us captifytechnologies.com
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