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Case Study: Honor achieves a successful Iraq launch and major increases in ad recall and product awareness with Facebook video ads
A Facebook Case Study
Launching a new phone with Facebook video ads
Honor, a smartphone brand launched by Huawei that sells devices across 74 countries, aimed to introduce its new Honor 8 handset to millennials and digital natives in Iraq — a new and relatively untested market for the company. The challenge was to build awareness and consideration quickly and effectively for a first major campaign there.
Working with agencies and Facebook, Honor ran a three-stage video strategy optimized for News Feed: an attention-grabbing awareness ad, a product-consideration spot highlighting features, and a hands-on review to drive purchase intent, using reach-and-frequency buying and retargeting viewers of earlier videos. The October–November 2016 campaign delivered strong results in a Facebook brand lift study: a 20‑point increase in ad recall, a 17‑point lift in product awareness among women 18–24, and 10‑point increases in product awareness and favourability among men 18–24.
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Honor
Chris Sun Baigong
Vice President