26 Oct FMBE awards acknowledge HPS Retail7’s epic launch campaign
Woohoo! We’re delighted to share with you that HPS Retail7 have just picked up another award at the 2018 Field Marketing awards in the ‘Product launch of the year’ category. This was for our multi-dimensional launch campaign for the new Huawei P20 mobile.
It’s a case study we’re particularly proud of. Bearing in mind sales from physical retail accounts for around 80% of total sales, the pressure was really on us as Huawei’s retail marketing agency.
We’d learned from previous experience that success for a new mobile launch is more likely to come from a coordinated multi-pronged approach rather than any single activity. That’s why we put together a comprehensive programme of (time to take a very deep breath…) launch events; training for store staff at local coffee shops to provide a more engaging experience; store visits; dedicated meetings with store and regional managers; roadshows to focus the attentions of call centre staff; bespoke training content created for each retailer for extra relevance and the formation of a network of committed Brand Ambassadors, sourced from within the key retail stores.
All these initiatives, some new, some tried and tested, combined to produce sales figures that exceeded all expectations for our client. Across the major mobile retailers, we saw a massive 243% increase in sales during this launch compared with the highly successful introduction of the P10 handset only one year before.
Better still, new figures from Kantar Worldpanel ComTech show that the past three months have seen Huawei’s UK market share rise from 2.7% all the way up to an incredible 13.7%.