As the world’s largest gathering for the mobile industry, the GSMA Mobile World Congress (MWC) is a key platform for major product launches. Since competition between global mobile brands was expected to be strong as each brand strived to capture the attention of tech-savvy consumers with its latest flagship phone launches, Huawei Mobile (@HuaweiMobile) wanted to make sure its message rose through the clutter and stayed top of mind when it launched the new P10 smartphone at the event.
To build anticipation for its smartphone launch, the brand kicked off a #HuaweiP10 Promoted Trend and First View campaign with creative teaser videos highlighting its new P10 smartphone features. First View’s exclusive placement enabled @HuaweiMobile to feature its teaser video creative at the top of the Twitter timeline for 24 hours. And together with the #HuaweiP10 Promoted Trend, the brand attracted greater attention and became a part of people’s conversations even before MWC began.
With massive awareness and anticipation built up for #HuaweiP10, the brand ran a live Periscope broadcast during the smartphone launch at MWC and promoted the broadcast on Twitter to deepen engagement and drive conversations around the new product.