Huawei P smart 2019 — Smarte Gönnung
SOCIAL MEDIA CAMPAIGN
Huawei used one of Germany’s first branded TikTok hashtag challenges to introduce the P smart 2019 to a young, ad-weary audience.
CLIENT
Huawei
ROLE
Strategy & Concept
YEAR
2019
THE CHALLENGE
Reach a young target group with a premium smartphone without relying on familiar platforms or interruptive advertising.
THE APPROACH
We turned “sich hart gönnen” into “smarte Gönnung”: a native TikTok dance challenge built around original music, creator-led content and a simple, repeatable choreography.
THE CAMPAIGN
The #gönndirpsmart challenge generated strong reach, standout engagement and thousands of user-created videos — making TikTok the campaign’s most efficient media channel.