This campaign was driven to increase brand impact/awareness during the Islamic celebration of EID, via a raffle prize for users who purchased Huawei cell phones during this time after being driven to Huawei’s Social landing pages. The impact was measured via brand uplift and real reach coverage.

The Iraqis have a high affinity with social media content – which is why the brand focused on a responsive and interactive connection with our audience on social channels. Huawei displayed two award cars (the raffle prize) in the two largest shopping centers in Iraq to incentivize people to act.

A leading telco was chosen a strong partner on mobile data due to Iraqi reach of more than 50% on telco users.

A targeted SMS with Link campaign was created leading the users to a Landing Page, enabling them to access useful EID raffle information at any time from their handsets.

The campaign ran from July 13 to July 26, 2017 and 606,662 users were reached.

With language targeting there were two different SMS copies, one in Kurdish and one in Arabic, leading to the respective landing page. There was a button at the top of each landing page to switch language if the user so desired.

On the landing page the users had access to:

- The EID Raffle information

- Buttons leading to the brand Social Media pages Facebook & Instagram

- Button leading to the page listing the locations where the Huawei products were available

The campaign CTR has 14X better performance than the industry benchmark of Facebook and Google: (0.082%-0.10%), on both total and per campaign blast.

Best performing campaign blast CTRs reaching as high as 3.47% for the Arabic and 2.07% for the Kurdish.

Robust reach of over 600.000 users, via a leading telco user data.

Excellent conversion rates reaching up to 14.19% for the “Visit our Facebook Page” call to action.

The enabling technology of Mobile SMS bought one key fact: actual user reach, which is spectacular in a market with no clarity of media reach in digital or offline, due to fragmentation and other geo-political factors. It also ensured accurate geo and language fencing; with specific manufacturers device-targeting to promote brand awareness to switchers and in-market users.

Huawei cell phone category level enjoyed brand preference uplift of 20% Quarter-on-Quarter growth, which proved extremely successful for the business on an overall basis.