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.
In 2018, they were ready to take Vietnam by storm with the Redmi Note 5, boasting a killer camera and an ambitious slogan: “Photography Master.”
Mission: Capture the Market
Xiaomi had two main goals:
- Product Awareness: Showcase the Redmi Note 5’s camera capabilities, proving that this mid-range phone could rival high-end flagships like the Samsung S9 and iPhone X.
- Engagement Boost: Amp up interaction and buzz on their social media channels.
Target Audience: Gen Z Shutterbugs
Xiaomi knew exactly who they wanted to reach: Gen Z, the young and vibrant generation who lived and breathed social media, especially photography and selfies. The Redmi Note 5, with its affordable price and high-end features, was the perfect fit for this dynamic crowd.
Campaign Highlights
This multi-faceted campaign ran throughout May and June 2018, with a focus on press coverage and influencer marketing.
- “Capture the Summer Moments” Photography Contest: This contest tapped into Gen Z’s passion 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 tools.
- Influencer Power: Xiaomi hosted two major events:
- A football event with rising star Quang Hải, capitalizing on his popularity after Vietnam’s impressive performance in the U23 Asian Cup.
- A Redmi Note 5 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 hashtags like #RedmiNote5 and #iwantRedmiNote5 to generate buzz.
Strategic KOL Partnerships: Xiaomi collaborated 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 smash hit, achieving:
- 3 million engagements across 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.
