- The advertise of the new watch from Honor is done by the controversial influencer Adam Kajumi
- Is it a thoughtful marketing move, or is Honor cutting a branch of hope under him?
Honor hunts familiar faces
Whether or not Honor was associated with the former “parent” of Huawei, he always tried to attract a slightly different variety of customers. The goal of Honor is for younger users, to whom the company is opposed not only by the design of its products, but also by a more acceptable price level.
The emphasis on the generation of millennials and even younger customers is also reflected in the selection of those who will promote Honor-marked devices. And it must be acknowledged that in the past, Honor had no bad taste at all. Olympian Eva Samková, rapper Sharlota or former youtuber Jan Macák, alias MenT, who built his career on the video game Minecraft. But now, in my opinion, Honor stepped aside a lot.
Who did it occur to ?!
Watch GS Pro smart watch, which you can read more about in our detailed review, namely on social channels of Honor promotes influencing Adam Kajumi. And it’s a pretty weird product of today’s media world.
Adam Kajumi, which is his own name (Adam’s father is from Afghanistan – editor’s note), is an influencer, youtuber, tiktoker and also to his bad luck unsuccessful singer (he released three singles, all of which received a wave of negative criticism). The biggest success, if you can call it that, is Kajumi’s contribution to the social network TikTok, where he creates so-called lip sync videos, ie scenes with background music, into which the author opens his mouth similarly to playback.
How not to be an influencer
However, the TikTok network is mainly used by younger age groups of users. According to the Httpool agency and information directly from TikTok children between 13 and 17 years of age are the most numerous age group. However, it is more than obvious that even smaller branches enjoy TikTok. Just ask around you…
However, Adam Kajumi does not act as an ideal role model for minors as well is not the ideal face of the Honor brand. The trouble speaks for him in particular. In the autumn of 2020, in the biggest haze of the second wave of the world pandemic Covid-19 held a fake party, which was allegedly all recorded, and only wanted to point out what the population in the coronary crisis should not do. You will certainly remember when Adam competed on his Instagram for drapes that would certainly find a better application in the hospitals most affected by the crisis.
And the infamous Adam Kajumi also became famous for his opinions. On the one hand, it opposes racism, chauvinism and homophobia. In January 2019, however, he was a guest on Internet television XTV. When asked how he views politics and elections he replied that was not at the election. The explanation will raise your eyebrows. The work of the influencer is said to be so demanding that there is simply no time left to study individual candidates and parties.
Honor Marketing Suicide
So the question arises as to whether the Honor bet on a horse named Adam Kajumi will pay off. Although he is successful on the networks (over 650,000 people on TikTok, 175,000 on Instagram), on the other hand, countless excesses speak for him. And from a purely personal point of view, it occurs to me that Adam Kajumi’s work targets a younger age group of users than the Honor target.
It is unfortunate that Kajumi did not even prove to be a very good business partner. In the sky of the past, especially his stellar collaboration with Mirinda shines, to which, by the way, he added a collaboration with the competing Fanta for a while. And Honor doesn’t seem to mind in one photo Adam promotes the Honor 10X Lite or the Watch GS Pro watch, but in the other he always takes photos with the latest iPhone.
The text, of course, captures the opinion of me as a professional editor of a technology magazine. And so the Czech representation of Honor can think of anything about it. However, the person of Adam Kajumi on Instagram Honor is displeased with the customers themselves and therefore also the fans of the brand. Just look at comments below the mentioned post.
The Czech media pond is a strange place, without everything. And with the self-proclaimed influencers, the bag somehow tore. By their logic, we professional journalists could actually call ourselves “influencers”. In this way, I would rather let Honor know what not only me and part of the editorial office, but the general public think about this step.
The Chinese brand is well on its way to returning to “normal life”. There are hopes for Honor to return the license to use Google services, which could raise brand awareness and customers with GMS (Google Mobile Services) customers could welcome again. So why ruin it all with a nonsensical bet on a “successful” influencer ?!
What do you think of Adam Kajumi? Is Honor worth it, or is it a very bad idea?
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