Huawei carries out With MatePad 12X campaign showed the effect of local strategy in marketing communication. The campaign is aimed at the new generation of the brand with the theme “Exceed the limits of creativity”. M-Pencil Pro He brought technology and creativity together within the same framework by highlighting his pen. The work, which particularly targets young users, has reached more than 80 million views in digital media. With this, 200 percent increase in MatePad 12X sales compared to the previous model recorded.
The communication strategy developed by Huawei for its new tablet is completely a local team prepared by. The campaign targeted users aged 18–25, linking technology to youth productivity. Moreover, “Quick key” feature of M-Pencil Pro was at the center of this strategy. With this feature, users can assign applications. However, this feature is not just a technical detail; The functionality of the product was emphasized by explaining it with the theme of “magic”. Thus, the campaign offered a unique form of expression that combined technology and creativity.
During the campaign, concepts of magic and illusion The content created through it attracted attention. For example, in a video featuring street magician Bigmagic, the “quick button” of the pen was integrated into the card trick, creating a fun experience. Additionally, content inspired by popular culture included references that would attract the attention of users. In particular, the reference to the “Lumos” spell creatively reflected the technological aspect of the product.
Measurable results and interaction-oriented success
During the campaign With more than 40 content creators cooperation was made. These collaborations created wide visibility on social media. Especially short videos introduced Huawei’s products in a language close to the young audience. Additionally, technology publications were inspired by the campaign and renewed their content formats. Thus, it is not only a promotion but also An interaction-oriented content chain was created.
Shares on social media platforms reached over 15 million times. The creativity of the campaign and the originality of the content stood out in user comments. These interactions strengthened the brand’s communication with its target audience. Sales of MatePad 12Xincreased by 200 percent compared to the previous generation. This increase produced fruitful results in terms of both awareness and sales performance of the campaign.