Huawei: How we used Search to take a bite out of Apple

Huawei, the telecommunications equipment company, challenged convention by launching early, driving more awareness and building a list of engaged UK users to re-target post launch.

Campaign details

Agency: WM Select, Wavemaker

The campaign had to launch the Huawei P20 Pro handset and grow market share – by overcoming some significant barriers


There were four challenges Huawei faced.

They have smaller budgets than Samsung or Apple; a low brand awareness score; are 100% reliant on retailers; and the mobile handset market was stagnant.

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