Best Telecommunication Online Campaign

Huawei’s Video Resource Center was launched in February 2013 on Light Reading with the goal of branding Huawei as one of the leading innovators for enterprise telecom solutions and helping to increase its B2B sales pipeline. Light Reading is the leading community-driven media and research business for the communications industry. Each month the site generates 850,000 page views and 175,000 unique visitors. Huawei’s Video Resource Center included a series of 50+ videos produced and filmed by Light Reading’s world-renowned video crew over a 6-month period of time. The videos include worldwide footage, filmed primarily at events where Huawei exhibited, and feature interviews with industry experts not affiliated with Huawei. Maintaining editorial integrity, thereby ensuring engaging content, drew in Huawei’s target audience, telecom service providers and executive decision makers. The custom Video Resource Center features the video series as well as relevant whitepapers and press releases from Huawei. Additionally, Huawei owns all the advertising space in the Video Resource Center. The content for Huawei’s videos, created by the Light Reading editorial and analyst teams, was so powerful that the Light Reading audience immediately responded to it, generating nearly 200,000 views in the first 6 months of the program. This has led to 12% increase in traffic to the enterprise section on Huawei’s site. By month 6 Huawei videos were accounting for 4.7% of Light Reading’s overall monthly traffic, becoming the most successful sponsored program ever to drive traffic to the site.

Contributors:

Founder & CEO:	Stephen Saunders
Managing Director:	Julie Muroff
Account Director:	Arron Xu
VP of Technology:	Chris Williams
Executive Producer:	Dan Allen

UBM DEUSM

Location: U.S.