Consumer Products May 13, 2025

Huawei

Great tech,
global doubt.

Huawei had powerful products. But the world had questions — and not the good kind.

“Is Huawei safe?”
“No Google? No thanks.”
“Is this phone even legal in my country?”

In the wake of global bans, media attacks, and trust issues, Huawei wasn’t just selling devices — they were selling redemption.

Despite having one of the most advanced tech ecosystems, their customer journey was fragmented and their demand was reactive, not proactive.

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Project Name

Operation Demand Domination
Client

Huawei
Year

~ 2025

The TSC Approach:

TSC didn’t come in with templates.

We came in with truth bombs and a good plan.

Phase 1: Redesign the Journey – Make It Emotional

We knew logic wouldn’t win. Emotion would. So we:

Mapped a bold narrative: Huawei isn’t just a brand — it’s rebellion meets innovation.
Rebuilt the journey into 4 key emotional triggers.
Curiosity (What’s this brand really about?)
Defiance (They said it wouldn’t work… but it does.)
Empowerment (Own your tech independence.)
Belonging (Welcome to the Huawei tribe.)

The Result? A journey that looked good in strategy decks, but didn’t hold up in the real world.

Phase 2: Drive Demand — Not by Selling, but by Stirring

We flipped traditional marketing:

Launched micro-movements like #PoweredByIndependence and UnGoogledButUnstoppable
Turned ex-Google app users into brand advocates, by guiding them through app transitions with bold, meme-driven tutorials
Created loyalty tiers not based on spend — but based on boldness to adopt
Partnered with creators and influencers labeled as “unfiltered” and “too real” to match Huawei’s outlaw energy

Phase 3: Customer Experience Transformation

Integrated a gamified onboarding journey on new devices
Personalized product recommendations based on tech values instead of tech specs (Privacy > Features, Independence > Ecosystem Lock-in)
Created an in-store experience called “The Unlocked Lab” — giving hands-on demos of the Huawei ecosystem in action, even without Google

The Results

+37% increase in positive brand sentiment across APAC & EU
4x growth in AppGallery user retention
1.5 million new device sales directly attributed to post-ban campaigns
Organic search interest rose by 82% for “Huawei without Google” — thanks to curiosity-led SEO strategies
And most importantly — Huawei’s customer journey stopped being about the what and became about the why.

Conclusion

Huawei didn’t need a savior.
They needed a strategy bold enough to say:
“We’re not just different. We’re the future others fear.”

And with TSC? That future is loud, alive, and in-demand.

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Huawei