Home Campaigns Gavin James Tunes in to Huawei for New Freebuds Campaign

Gavin James Tunes in to Huawei for New Freebuds Campaign

One of Ireland’s top singer-songwriters, Gavin James, has teamed up with Huawei to promote its new Freebuds Pro Wireless Stereo Earbuds.

As part of the promotion, the Chinese technology giant hosted an exclusive virtual concert featuring James live from the Dublin Vinyl Press plant. During the concert, James played his new six track ‘Boxes EP’.

The campaign was created by Granite Digital, which has been working with Huawei for a number of years. According to Ivan Adriel, creative strategy director:  “We’ve worked successfully with Huawei for many years, including activating UK sponsorships for some of the world’s most major acts such as Liam Payne, Rita Ora, Jess Glynn. It was an incredibly exciting challenge for us to bring this brand pillar to Ireland, showcasing local talent and strengthening Huawei’s cultural impact.”

Zena Ross, one of Ireland’s top influencer marketing specialists and head of marketing & PR, Huawei Ireland adds:  “At Huawei, we are committed to providing consumers with smart and innovative experiences which push boundaries and improve quality of life. The Huawei FreeBuds Pro produces liberating audio experiences with extraordinary sound, style and comfort, perfect for fans of Gavin James. We are thrilled to partner with Gavin, who will perform an exclusive gig to celebrate the launch of our new product alongside the release of his incredible new EP. We are excited to partner with more local acts in the months to come to deliver a truly exceptional experience in music.”

According to Granite, the campaign was an outstanding success combining over 17m reach from key interviews with James leading up to the live gig, 2m in  reach from influencers , KOLs and VIPs invited to the live gig and an additional 1m reach from branded digital assets featuring James and the Freebuds. The campaign also saw a 450% product coverage increase for the period.


Client: Huawei Ireland

Agencies Connector by Granite

Aiken PR / Collective Management

Zena Ross: Head of Marketing & PR, Huawei Ireland

Kaichen Tian:Marketing Operations, Huawei Ireland

Ivan Adriel: Creative Strategy Director, Connector by Granite

Luciano Jacob: Creative Lead, Connector by Granite

Mei Ling Tong,  Account Director, Connector by Granite
Suzie Dickinson, Producer, Connector by Granite

Lyn Sheridan, Account Director, Aiken PR

Susan Jackson, Account Manager, Aiken PR

Paula McKay, Account Executive, Aiken PR

Edison Waters,Talent Agent, Collective Management

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