HUAWEI MatePad 11.5S
Rather than positioning HUAWEI MatePad 11.5S as simply another tablet, we built a multi-vertical influencer ecosystem that introduced the product through education, technology, lifestyle and family perspectives.
The campaign highlighted not only the tablet's premium display and productivity features, but also its exceptional value by showcasing the complete ecosystem included in the box—from the keyboard and stylus to productivity tools—making it an attractive choice for students, professionals and families alike.
Generated across Instagram, TikTok and YouTube Shorts through synchronized publishing.
Fashion-first storytelling through authentic creator content.
50M+
Strategy
Instead of relying solely on technology creators, we designed a multi-layered creator ecosystem.
Students demonstrated everyday productivity.
Parent creators communicated eye comfort and healthy screen habits.
Technology creators validated the hardware.
Lifestyle creators showcased real-life usage.
Viral creators expanded organic reach.
Each vertical delivered a different reason to choose MatePad 11.5S, creating a complete product narrative rather than repeating the same message.
Cross-Vertical Storytelling
Student productivity
Eye Comfort for families
Tech validation
Lifestyle integration
Viral entertainment
Outcome
Rather than marketing MatePad 11.5S as a feature-driven device, we built a creator ecosystem that translated technical innovations into real-life value. By activating multiple creator verticals simultaneously, we educated consumers, showcased the product ecosystem, highlighted Eye Comfort technology through trusted parenting voices, increased product desirability among students and generated strong cross-platform visibility during the launch period.
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