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Capturing the Moment on Instagram: The Case of Successful Storytelling in Huawei’s S-commerce Campaign


Following a case study approach, this research empirically investigates social commerce in terms of influencer marketing. In order to analyse the storytelling campaign #ShowWhatYouLove by smartphone producer Huawei, data such as reached followers, follower interactions in terms of likes and comments as well as earned media value were collected and allowed to identify specific campaign characteristics. Expert insights from an agency specialised on influencer marketing were used to further validate the results. Moreover, relevant key performance indicators for the strategic use of Instagram were identified through this case study, for example, reach and interactions. Specific implications for marketing managers on how to plan, structure and conduct a storytelling campaign on Instagram in order to increase awareness and brand reputation are derived.


  • #ShowWhatYouLove
  • Huawei
  • S-commerce
  • Case study

Katharina Faber is a practitioner and independent researcher.

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Correspondence to Nina Bürklin .

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Bürklin, N., Faber, K. (2019). Capturing the Moment on Instagram: The Case of Successful Storytelling in Huawei’s S-commerce Campaign. In: Boardman, R., Blazquez, M., Henninger, C.E., Ryding, D. (eds) Social Commerce. Palgrave Macmillan, Cham.

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