Mexicans have the highest use of snap-it-now photos in Latam 71% VS 56% and check 4.9 times per day friend´s photos updates.

Instagram is gaining traction in México, with 44% penetration rate, turning this trend into the engine behind the demand for a better camera: 32% seek for a good camera.

Visual consumption has evolved, now it is not about how many photos you shoot but how good are they.We know the saying “the best camera is the one you always carry with you”. We do not carry our professional cameras everywhere and when we come across something we want to capture, we reach for the only device we have with us, the smartphone, but often it doesn’t have the quality we expect.

We decided to embrace this opportunity and make the most with an outstanding product to change people’s mindset and play in a real different way.

From August to end of October 2016 “Latin America through the lens” was the platform where a Mexican film maker, a Chilean astronomer, a Peruvian chef and a Colombian fashion designer explore the P9 dual camera to share their local vision.

Four influencers attended a workshop led by NatGeo photographer Dominique Bracco who taught them how to use P9 features and camera professionally.Each of them returned to their country and used P9 to create visually impactful stories of their homelands. The visual experience was gathered, spread and amplified by Fox Network and aired on its TV channels. The reach was extended beyond through NatGeo Play, Fox Play and Huawei social networks.

As a wrap up a selection of photos was celebrated in an extraordinary book that portrays the beauty of Latam captured by Huawei P9 with Leica to prove that extraordinary stories deserve outstanding tools to keep them alive.

The opportunity to explore the best use of Huawei P9 and tell authentic and visually impactful stories through the eyes of locals drove unexpected results: With 527 spots (GRPs not provided for these channels) broadcasted in NatGeo, Fox, Cinecanal and Fx reached 23% of our target surpassing the average reach of those channels by far (the average reach is 0.30%)

Beyond TV, Social Media added scale to branded content reaching 1 million impressions and impacting 739.6K potential consumers.

Drive to site goal was overachieved by +231%. Initial clicks to web estimated for Colombia and México were 32K yet at the end of campaign the result was much better, in Colombia we got 100.3K and for México 47.5K

In addition to the amazing results, the campaign became a huge social success generating massive word of mouth due to the involvement of celebrities and NatGeo specialists.