In a world where your social media says so much about you, it’s no longer enough to simply take snaps. We wanted to get people to stop and think about the importance of every image they share.

We launched a Europe-wide integrated digital campaign with a competition at its heart. The idea was articulated in a memorable campaign line:

DON’T SNAP, SHOOT

Aimed at inspiring ‘insta-influencers’, we challenged them to do just that – don’t just snap, shoot. Entry was simple and social. All they needed to do was post their best photo taken with any smartphone on Instagram with #dontsnapshoot.

9 finalists were flown to China to test their talent, armed with a P9, photography assistant and 1000€. Their shots were then judged by an expert panel from Vogue, GQ, Leica and Huawei.

The overall winner’s work was published across Condé Nast’s channels worldwide.

Our campaign-wide CTA led to a campaign hub containing details of the competition and handset. It received over 600,000 unique visitors over the course of the 8-week campaign.

We targeted our key audience in social, digital display, page-takeovers and press across aspirational publications. We partnered with GQ and Esquire for editorial content covering the competition and the P9. Large-scale digital OOH in key European cities created hype and dynamism.

In addition, we recruited 5 influencers from each of our 9 target markets through a personalised DM that included the P9 itself, to enter the competition and share our message.

Finally, our social channels followed the 9 finalists’ shot in China, with extra content on dontsnapshoot.com. The overall winner was published in worldwide Condé Nast titles and shared across our social and digital platforms.

Entries via influencer promotion 40,760

Total entries in 8 weeks 110,000 (127% above target)

Total influencer reach 23,593,786

Total combined Reach 119,000, 000 (161% above target)

Total Impressions 407,000,000 (181% above target)

Total Engagement (clicks, likes, shares) 5,414,722 (124% above target)

The Huawei P9 smartphone was launched in 2016 with a ground breaking dual lens, co-engineered with award-winning camera manufacturer, Leica.

Tasked with driving mass engagement and advocacy we delivered a Europe-wide photography competition supported by a 360 campaign with the aim of positioning Huawei as the ultimate choice for smartphone photography.

Over 110,000 people (127% above target) across Europe submitted their photo entries on Instagram using the campaign hashtag #dontsnapshoot. The 9 finalists photo blogged their trip of a lifetime to Bejing & Shenzen equipped with their new P9s and the overall winner found fame across worldwide Condé Nast publications.

An in-depth review of Huawei’s customer data and our own audience research led us to identify a core target group we called the ASPIRING INFLUENCERS. They are entrepreneurial in spirit and they have a creative passion - fashion, design, photography, travel - that they are compelled to share with their networks. They also favour Instagram as their platform of expression.

One of the key challenges facing these ASPIRING INFLUENCERS is to achieve cut-through amongst the cluttered and clichéd photography we see on social media. Huawei’s P9 Leica dual lens would arm them with a camera to showcase their talent. So we asked them 'Are you a snapper, or are you a shooter?’. Entrants simply had to take a shot with their existing smartphone, tag it with #dontsnapshoot, and be in with chance to win a trip to China where they could test their skills using Huawei’s superior camera technology.

In Summer 2016 Huawei launched the P9, the only smartphone with a dual lens camera co-engineered with iconic camera maker, Leica. The problem was, in Europe few had heard of Huawei, a relatively new brand in this market.

The brief was to develop a 360 campaign for the P9 across Western Europe that would position the P9 with its dual lens Leica camera as the pinnacle of smartphone photography.

The objective – build the Huawei brand in the Western European market to grow both brand affinity and sales, and differentiate the brand from it’s main competitors; Apple and Samsung.