Cannes Lions

Xiaomi Breaks The Status Quo: Elevating brand image through global momentum

LEVERATE MEDIA ASIA, Jakarta / XIAOMI / 2023

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Overview

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Credits

Overview

Background

Where we are now: After 12 years of existence, Indonesians still perceive Xiaomi as a non-premium Chinese smartphone brand.

Where we want to be: To challenge the status quo and have Indonesians, especially the youth segment as current and future users of Xiaomi, reconsider Xiaomi as a brand that is at par with global premium brands.

BY: Tapping momentum of rising KPOP idol and utilizing YT as the most used digital media platform in Indonesia

Strategy

- Leveraging on K-Pop artists who are currently à la mode: LALISA Blackpink. to drive relevancy to bullseye target audience female young millennials nationwide

- Blocking 100% SOV on LALISA single debut through YouTube as the most consumed digital channel

- Amplifying the acknowledgment of Xiaomi as the #1 smartphone brand in Indonesia*

Execution

- Leveraging on K-Pop artists who are currently à la mode: LALISA Blackpink. to drive relevancy to bullseye target audience female young millennials nationwide

- Blocking 100% SOV on LALISA single debut through YouTube as the most consumed digital channel

- Amplifying the acknowledgment of Xiaomi as the #1 smartphone brand in Indonesia*

Outcome

Based on GfK Report, Xiaomi’s brand consideration increased by 8.2% YoY & brand preference increased by 5.5% YoY

9.9M unique reach and 46.8M impressions on YouTube, surpassed the forecast of 30.1M

85% increase in ad recall

71% increase in brand consideration

42% increase in purchase intent

Similar Campaigns

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Nappers

STIG&XI, Shanghai

Nappers

2022, XIAOMI

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