Huawei (@Huawei) is a leading ICT solutions provider. Its annual conference, recently rebadged to ‘Huawei Connect 2016’, was fast approaching. The event was designed to provide decision-makers with a place to connect with the latest in cloud technologies. Huawei wanted to use Twitter to get people in the B2B community talking about the event and boost its profile as an influential technology provider.
Huawei needed to engage people who would be interested in the topics discussed at the conference. Its first step was to establish an event-specific hashtag (#HWConnect16) on Twitter well before the event. This ensured that users knew they could use the hashtag to find and join the conversation around the event. The brand created a variety of video content before and during the event, exploring current issues in business technology, sharing conference sessions, and employing tech influencers to film teaser segments on conference themes. Most content was shared to a mini-site and linked in Tweets, with short teasers Tweeted using Promoted Video. It added key speaker quotes to images posted in Promoted Tweets. Targeting was aimed at B2B decision-makers throughout Asia.