Xiaomi | 14 Series Digital Launch Campaign
Intro
Xiaomi, a global leader in technology and innovation, is launching the Xiaomi 14 series in 2024 with strategic partner Leica. The Xiaomi 14 series now represents the pinnacle of this alliance with the integration of Leica Sumilux Optics into the smartphones.
The Challenge
The challenge was to create unique local engaging content, under the communication umbrella of XIAOMI 14 “see the world in a new light”. This content constitutes a series of masterclasses, to connect the smartphone and its technology with the art of photography. The goal was to highlight the superiority of the device in all situations. The Xiaomi 14 Ultra was chosen as the flagship of the series to show us what it means to redefine the concept of viewing.
The Solution
The idea was, under the communication umbrella of Xiaomi 14's “see the world in a new light” and the exaltation of photography as a means of expressing the artistic side we all have. We collaborated with Leica and Leica Akademia Greece, with Vasilis Makris (Urban & Portrait Photographer) in the role of instructor and creator. The Cyclades and the island of Tinos were chosen for the masterclasses and the filming. Tinos, with its abundant light, has inspired famous painters, sculptors, writers, and poets, possessing all the characteristics and conditions to highlight the themes of the masterclasses.An intro video and 6 thematic masterclasses were created with a storytelling ode to authenticity. Through this journey, the viewer had the opportunity to discover the function of camera lenses and their proper use, the capabilities of a variable aperture and how to utilize it in their shots, videography, and other special features such as the Ultra Raw resolution that the Xiaomi 14 Ultra offers.
The Outcome
The result was an engaging and inspiring content . The device's features came to illuminate all aspects of the island, from its natural beauty to the authentic characters. The content of the campaign was developed on META's social platforms (Instagram & Facebook) as well as on YouTube. In just 8 days (14/06-22/06) and consuming less than 1/3 of the total planned advertising budget:
- On YouTube, the total views exceeded 240K, of which 160K were paid views, while the remaining 80K were organic views. The masterclass videos we created reached almost 65% view completion.
- More than 6 out of 10 people, upon encountering our in-stream advertisement, found our content native to the platform and interesting, and they stayed to watch it until the end.
- More than 4.5K thumbs up were gathered.
- A total of 660K views were accumulated for all Xiaomi MasterClass videos, of which 53K were paid views. This means that the organic reach of our videos was more than tenfold!
- More than 4K positive interactions were gathered, confirming the positive sentiment our content generated!
