The Mission

For the global launch of the Redmi Note 11 series, Xiaomi faced an unusual challenge. Domestic Covid restrictions in China meant that international media outlets could not receive full review units on time, with only the base Redmi Note 11 model available for seeding before launch. Without careful planning, this situation risked weakening the launch narrative and ceding attention to competitors like Apple, Samsung, and Oppo. 

The mission was to overcome these limitations by maximizing the visibility of the single entry-level device and reframing it as a breakthrough product in the budget smartphone category. By doing so, Redmi aimed to secure broad coverage, generate global buzz, and ensure the Note 11 series could meet or surpass the performance of its predecessor’s launch.

The Strategy

Eleven International developed a strategy that turned a logistical hurdle into a powerful storytelling opportunity. Instead of apologizing for limited device availability, we focused on the Redmi Note 11’s role as a milestone moment in the smartphone industry, proving how affordable devices were becoming just as powerful as mid-tier competitors. Key elements of the strategy included:

Positioning the Redmi Note 11 as “the best budget phone on the market,” highlighting how its specs redefined consumer expectations at its price point.

• Targeted seeding of review units to select international media, ensuring early, influential voices could test and spotlight the phone’s capabilities.

• Amplifying the broader series launch through coordinated PR outreach and messaging, linking the Note 11 to themes of accessibility, innovation, and global relevance.

• This approach allowed Redmi to own the narrative, strengthen its credibility as a budget leader, and sustain excitement across global markets.

The Results

The results exceeded expectations. Within 18 hours of launch, the Redmi Note 11 series generated 2,730 pieces of global news coverage, surpassing the Redmi Note 10 series by 18.2%. The scale of coverage propelled Xiaomi into the same global conversation tier as Apple and Samsung, while leaving rivals Oppo and Vivo far behind.

Commercially, the launch success translated directly into sales momentum: the Redmi Note 11 LTE contributed 11% of Xiaomi’s total global sales in April. Despite fierce competition from flagship players, the device even secured a spot in the Top 10 best-selling smartphones worldwide, according to Counterpoint Research. 

Together, these outcomes validated the PR strategy and reinforced Redmi’s reputation as the world’s go-to brand for delivering innovation at unbeatable value.

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