The commercial arm of the BBC is desperate for more clients to promote their brands via BBC Story Works on BBC World News. Below is the text of their 'case study' on working with Huawei. The writing is peppered with ad-speak, but the idea that the BBC should have any role whatsoever in making viewers feel more 'favourable towards Huawei' is the one that should stick in all our throats.
Huawei wanted to shift away from product-centric communications.
The tech giant engaged BBC StoryWorks to create awareness and positive associations for its overarching brand, highlighting R&D, giving back to society and a strong desire to further the human race.
The BBC audience loves to read about change makers creating better tomorrows, so the team presented Huawei as an innovator for the world’s future, selecting key opinion leaders who embodied aspects of Huawei’s mission. Four extraordinary films were developed, with accompanying articles, for an interactive content hub.
'The Explorers' are inspired by human endeavours and the natural world. Each piece of content adds a tangible human element to a key brand value, engaging viewers on an emotional level that resonated deeply.
The campaign resulted in over 18 million video views and a 61% uplift across five brand attributes, with engagement data increasing audience impact in both brand association and emotional connection.
While 2 in 3 respondents felt favourable towards Huawei, 9 in 10 wanted to find out more about Huawei’s story and share the content with others.
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