Case study · E-commerce
Huawei × Takealot
A product launch designed as a personalised retail-media journey.
Huawei's Watch Free 4 launch moved beyond static CRM into multi-phase, precision-targeted customer experiences on Takealot.
The situation.
Huawei wanted the Watch Free 4 launch to create immediate impact while supporting an ambitious growth objective in a competitive wearables market. The public case study identifies three hurdles: moving beyond static CRM journeys, pursuing aggressive growth objectives and standing out against competitors, particularly with Apple Watch users.
What Fuse built
Designed pre-launch, launch-day and post-launch customer journeys
Used Takealot first-party data for behavioural and competitor targeting
Built personalised video, post-search engagement, abandoned-cart recovery and interactive pre-launch experiences
Connected Braze triggers, personalised coupons and app/web touchpoints into one campaign system
What changed
The published work describes a scalable retail-media approach spanning pre-launch anticipation, launch-day impact and post-launch retention, moving from static communications towards dynamic, personalised customer journeys.
Fuse take
A product launch should not be one big send. The stronger model uses customer state and intent to change what happens before, during and after the launch moment.
Up next
Turning Fried Chicken Day into a playable customer experience.
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