Improved Click Rates in Huawei Campaign: Boost of 36% Achieved through Strategic Audience Targeting
Huawei Launches Data-Driven Campaign for New Smartwatch, Watch D2
Huawei has launched a new smartwatch, the Watch D2, which comes equipped with a built-in blood pressure monitor. To effectively reach its target audience, the company collaborated with Havas Media Germany and retail media specialist Kairion for a data-driven campaign.
The four-week campaign targeted health-conscious individuals, with a focus on "Blood Pressure & Stress." A custom audience segment was developed for Huawei, modeled from privacy-compliant, deterministic purchase intentions of users on the Kairion online pharmacy network.
The campaign reached 1.6 million ad impressions, running on high-reach online platforms. To reach the target audience effectively, an off-site campaign was executed using healthcare audience data from Kairion. A half-page ad format and four different creatives were used in the campaign.
The Watch D2 is marketed as a product that prioritizes health, prevention, and medical accuracy. The campaign exceeded expectations, with "clearly measurable successes." According to the press release, the campaign's click-through rate (CTR) exceeded comparable half-page ad campaign benchmarks by up to 36% on average, and up to 52% on a creative level.
Nils Holtmeier, PR Manager DACH at Huawei Technologies Deutschland GmbH, stated that the campaign exceeded expectations in terms of performance and targeted reach of relevant audiences. Dennis Deicke, CEO of Kairion, sees the collaboration as a testament to the strategic value of retail media data.
The campaign, which ran on various online platforms, is a blueprint for other non-endemic brands looking to leverage data-driven campaigns for their products. The context crucial for precise targeting is created on the retailer's website and then transferred into audience segments.
While Huawei watches aren't sold through pharmacies, the audiences overlap, making the partnership with Kairion a strategic move. The collaboration between Huawei, Havas Media Germany, and Kairion serves as a successful example of data-driven marketing in the tech industry.
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