Case Study: How we took Huawei’s brand global with UnrulyX
Huawei is a leading global provider of information and communications technology infrastructure and smart devices. With integrated solutions across four key areas; telecom networks, IT, smart devices, and cloud services.
Unruly started working with Huawei on global video campaigns in 2015. Since then, 19 campaigns have been distributed across 10 markets in Europe, Asia and North America.
The power of environment
UnrulyX helped Huawei to grow its brand, and ensure it communicated the right messages to the right audience, by delivering more than 15 million views to high profile premium publishers and brand safe environments.
At Unruly, we know that the environment of an ad is extremely important. The content that your ad sits next to can greatly affect how it’s perceived. Studies prove that ads delivered in premium environments produce greater levels of engagement and long-term memory encoding among consumers, compared to ads on other sites.
Harnessing the power of emotional data and targeting
In 2018 Huawei launched ‘The All New Huawei P20’ campaign in Singapore, and created a number of ads which evoked the emotions of amazement and inspiration.
Huawei’s campaign aimed to encourage engagement and drive completion rates of its video within a niche audience. To achieve this, it partnered with Unruly to harness the power of emotional data and targeting.
UnrulyX private marketplaces seeded the ad in premium, contextually relevant sites. UnrulyX private marketplaces are made up of groups of premium publishers which resonate with a campaign’s target audience.
A 30-second version of the Huawei’s P20 ad was distributed at scale across Unruly’s Premium Publisher Network.
The campaign delivered an outstanding 1,266,864 full completed views of the 30-second video.
The completion rate was 71% exceeding our benchmark of 55.46%.
The MOAT viewability rate was 75%, which was well above the benchmark of 58.8%.
15,384 viewers interacted with the ad, and there 11,592 clicked through to the website.
Jan Harling, Global Media Investment Director at Huawei had this to say about our partnership:‘Unruly has been a strategic partner we have cooperated with on various campaigns on a global level. They are not only extremely proactive and supportive to deliver more than just views, but also offer support and creative advice that helps to elevate our efforts to the next level.’
Check out the UnrulyX and Huawei video case study.