Huawei
With a tailored PR strategy and complete test-device handling for every launch, mc Group successfully positions Huawei as a premium brand in Germany. From exclusive influencer briefings to comprehensive media relations, each product launch is carefully supported and made visible.
Since 2024, mc Group has been supporting Huawei in the strategic development of its brand perception in Germany. The goal is to strengthen Huawei’s Consumer Business Group (CBG) and establish Huawei as a premium brand in the areas of smartphones, wearables, audio, tablets, and PCs — with a clear focus on improving brand perception and supporting sales at the product level.
We developed a comprehensive PR strategy tailored specifically to the German market. This included the design and implementation of targeted press campaigns as well as activating bloggers and influencers in the fields of technology, lifestyle, sports, and business. For every new product launch, mc Group handles the accompanying PR work and all test-device management for Germany: from selecting relevant journalists and key opinion leaders, to organizing shipping logistics, and even device returns and coverage evaluation. This ensures that all important multipliers have early access to products and can test them thoroughly. In addition, we managed exclusive pre-briefings, event organization, and the ongoing optimization of communication measures based on monitoring and reporting.
The various campaigns for new products included digital press briefings with up to 35 participants as well as smaller, exclusive local events with invited media representatives and key opinion leaders. For each product launch, selected journalists and influencers received test devices in advance, accompanied by personalized briefings and individual support. Digital channels were also used to reach media and generate broad awareness of the new products.
The implementation of these PR measures resulted in strong and consistent media presence for Huawei in Germany. Numerous publications in special-interest, lifestyle, and daily media as well as many product tests contributed to sustainably strengthening the brand image and brand awareness. By comprehensively managing test devices, mc Group ensured that key voices in the market were informed in time and that authentic, credible reporting took place.
