Huawei Valentines Pink Photo Competition
Influencer MarketingTRIBE ran a Valentines influencer competition for Huawei in which creators posted pink images, and the agency reports a 2.67% engagement rate across three creator posts.
About the campaign
Huawei worked with TRIBE on a Valentines influencer campaign built around pink photography, and the agency reports a 2.67% engagement rate. Huawei is a mobile brand. Its goal was to get followers to enter a competition to win a Huawei and flights to Paris.
The brief asked creators to submit posts that were beautifully pink. Creators who owned a Huawei mobile were asked to include the phone in a pink flatlay. Followers entered by uploading their own pink picture with the relevant hashtags.
The agency reports three creator posts from creators with 89,721 combined followers. Those posts drew 2,392 likes and comments. The engagement rate came to 2.67%.
Case in 60 seconds
Huawei wanted followers to enter a competition for a Huawei mobile and flights to Paris, so the work had to turn a passive audience into people willing to upload a picture of their own.
A colour is easier to join in on than a product, because almost anyone can photograph a pink sunset, outfit or plate of food, while only some entrants own the phone being promoted.
Valentines became a pink photo theme, so creators showed all things pink and invited followers to answer with their own pink picture, with a Huawei and a trip to Paris as the prize.
TRIBE briefed creators to submit beautifully pink posts of sunsets, outfits, flowers, makeup or food, asking Huawei owners to place the phone in a pink flatlay, and followers entered by uploading pink pictures with the relevant hashtags.
TRIBE reports three creator posts reaching creators with 89721 combined followers, which drew 2392 likes and comments and a 2.67% engagement rate, while no count of competition entries is given.
Strategy Breakdown
Creative & Execution System
Partners
- TRIBE
Participation mechanic
- Followers entered the competition by uploading their own pink picture with the relevant hashtags, for a chance to win a Huawei and flights to Paris.
Results & Evidence
| Metric | Value |
|---|---|
| Engagement Rate | 2.67% |
| Likes & Comments | 2392 likes and comments |
| Combined Followers | 89.7K combined followers |
| Creator Posts | 3 creator posts |
Why TRIBE's strategy worked
- 1
An open visual theme lowers the cost of entry for a user-generated competition, because followers can respond with something already in their camera roll rather than buying or owning the product first.
- 2
Making product placement optional, asking only phone owners to feature the device in a flatlay, keeps the creative brief broad while still letting the brand appear in some of the content.
Results
2,471
Irl sign ins
5,345
Students engaged
47%
Average conversion rate
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Results
9M
Engagements
43M
Impressions
68K
Link clicks