AppGallery Global Brand Campaign

AppGallery is Huawei’s global mobile app store which was launched in 2018 in China and later rolled out to international markets in late 2019. The official launch outside of China took place at Mobile World Congress in early 2020 with the objective to establish AppGallery as a true global mobile app store player.

As a newcomer and an underdog, we had a daunting challenge of building AppGallery’s brand awareness and adoption among consumers and developers virtually from scratch, while driving new user acquisition and generating revenue for our partners. To do this, we crafted and ran a large-scale global brand campaign in several phases across 26 markets in 5 regions (Europe, LATAM, APAC, MEA and Russia) during March 2020-June 2021, supported by partner marketing and performance marketing.

In phase 1 at launch (H1 2020), we introduced AppGallery as the new kid on the block, positioning AppGallery as a digital gateway to immersive content & experiences introducing the idea of continuous adventure and boundless exploration (#MoreToExplore).
In phase 2 (Q2-Q3 2020) we focused our communication on helping consumers #StayConnected with the help of mobile apps and games during life in lockdown. And in phase 3 (Q4 2020-Q2 2021) we shifted our focus to helping our users to #KeepMoving and adapt to the new normal post lockdowns.

It was a truly integrated full-funnel marketing campaign covering all key digital and offline media channels incl. PR, TV, outdoor, retail etc which generated 22B+ impressions with 1.5B in audience reach, involving more than 100 global and local digital content partners. By mid 2021, after 1.5 years, AppGallery’s brand awareness grew by over 60% on average reaching 45% across all campaign markets and user base grew by +120% in international markets reaching 250M which firmly placed AppGallery in the 3rd place, an exclusive league of top global ecosystem players (only behind Google and Apple and ahead of such big names as Amazon and Samsung).