Phạm TúProduct: Xiaomi Redmi Note 5
Industry: Mobile Phones
Client: Xiaomi
Agency: Skyperry
Timeline: May – June 2018
Campaign Type: New Product Launch
The Backstory
Xiaomi, the Chinese tech giant, had already made a name for itself in the global smartphone market. But in 2018, they were ready to conquer Vietnam with the Redmi Note 5, a phone boasting an impressive camera and a bold slogan: “Photography Master.”
Mission: Capture the Market
Xiaomi had two main objectives:
- Product Awareness: To showcase the Redmi Note 5’s exceptional camera capabilities, proving that this mid-range phone could go head-to-head with premium flagships like the Samsung S9 and iPhone X.
- Engagement Boost: To increase interaction and generate buzz on their social media platforms.
Target Audience: Gen Z Shutterbugs
Xiaomi knew exactly who they wanted to reach: Gen Z, the young and tech-savvy generation who live and breathe social media, especially photography and selfies. The Redmi Note 5, with its affordable price tag and high-end features, was the perfect fit for this dynamic crowd.
Campaign Highlights
This multifaceted campaign ran throughout May and June 2018, with a strong focus on media coverage and influencer marketing.
- “Capture the Summer Moments” Photography Contest: This contest tapped into Gen Z’s love for photography, encouraging them to showcase their skills and creativity using the Redmi Note 5. The message was clear: anyone can be a photographer with the right tool in their hands.
- Influencer Power: Xiaomi hosted two key events:
- A friendly football match with rising star Quang Hải, capitalizing on his popularity after Vietnam’s impressive performance in the U23 Asian Cup.
- A Redmi Note 5 and Mi MIX 2S launch event featuring popular singer Khởi My, renowned photographer Chanh Nguyễn, and top photography vloggers.
Social Media Blitz: Xiaomi flooded Facebook and YouTube with eye-catching visuals and engaging content, using trending hashtags like #RedmiNote5 and #iwantRedmiNote5 to generate hype.
Strategic KOL Partnerships: Xiaomi teamed up with popular Facebook pages like Chuyện Chàng Tôm, Tùm lum chuyện, and influencers like writer Nguyễn Ngọc Thạch, actor Hiệp Đỗ, Ribi Sachi, and Sin Nguyễn, all of whom had a strong Gen Z following.
The “Thần Thái” Keyword: Xiaomi cleverly leveraged the trending phrase “Quan trọng là thần thái” (It’s all about the attitude) from a hit song by Only C ft Karik. This resonated with Gen Z’s desire for self-expression and individuality, suggesting that the Redmi Note 5 could help them capture their unique “Thần Thái.”
Winning Results
The campaign was a resounding success, achieving:
- 3 million engagements across their social media platforms
- 20k+ interactions at the Quang Hải football event
- 150% of their KPI goals
- Successful influencer marketing integration
By tapping into Gen Z’s passions, collaborating with relevant influencers, and leveraging trending topics, Xiaomi created a campaign that resonated with their target audience and solidified the Redmi Note 5’s position as a photography powerhouse.
