Xiaomi

Challenges

Modern devices cannot be communicated in the same way as someone else used yesterday. The biggest challenge here is the never-ending application of communication and strategy to a myriad of different products.

Solutions

We grouped Xiaomi products and distinguished three different target communication categories with twelve sub-categories.

The Results

Xiaomi social media posts in the Baltics reach around 24 million impressions per month.

Social media

Challenges

The Xiaomi product family was not fully known in the Baltics, especially as the market here is very broad and competitive. It is crammed not only with hundreds of technology manufacturers, but also with thousands of different technological devices.

The Xiaomi product portfolio is also broad. Therefore, the challenge was to reinforce the brand values and localise the brand. This means finding the link between different products, target audiences and new formats, and then putting together a communication strategy – i.e. how it should be implemented.

Solutions

After analysing Xiaomi’s entire product portfolio in the Baltics, we grouped the products into three different target categories: high-end consumers, middle class and families, and frugal consumers and children.

With only three large target categories, we didn’t have enough for effective communication, so we further divided the products and content into twelve sub-categories:

Specification-based products;
Influencers’ favourite products;
Stylish products;
Cheaper but market-dominant products;
Products communicated most effectively in the Stories format;
Household products;
Products capable of creating an ecosystem;
Products for work and learning with technology;
Products for children;
Cheap products that enrich life;
Everyday products;
Products for music.

The results

Various metrics confirm the same insight – Xiaomi Lithuania, Xiaomi Latvia and Xiaomi Estonia have become the best-ranked Xiaomi social media accounts in the world.

The results in figures: