The Mission

Xiaomi, a leader in the consumer technology industry, has long been perceived as a budget-friendly brand worldwide. With the global launch of the Xiaomi 12 series, Xiaomi sought to redefine its image and establish itself as a premium technology brand. 

The goal was to move beyond affordability as its primary association and position the Xiaomi 12 series as a flagship lineup that could compete with industry giants like Apple and Samsung.

The Strategy

Eleven International, Xiaomi’s global PR retainer agency, designed a strategic PR campaign focused on reframing Xiaomi’s brand narrative:

• Premium Brand Positioning through PR: The campaign leveraged the Xiaomi 12 series launch to emphasize Xiaomi’s cutting-edge technology, high-quality design, and premium performance, aimed at establishing Xiaomi as a top-tier technology brand.

• Targeted Product Launch News and Review Seeding: Eleven International coordinated targeted PR outreach to secure broad coverage across Business, Technology, and Lifestyle outlets. Key highlights included feature articles, detailed reviews, and comparison pieces positioning Xiaomi alongside leading flagships from Apple and Samsung.

• Global Media Engagement: Eleven deployed strategic unit seeding to top-tier global media, including The Guardian, CNET, Futurism, The Verge, and Tom’s Guide. This helped generate strong word of mouth and reviews that emphasized Xiaomi’s premium build and performance, reinforcing its new brand positioning.

The Results

Eleven International’s campaign achieved remarkable success in shifting the brand perception of Xiaomi:

• Significant Media Coverage: Within the first 24 hours post-launch, the Xiaomi 12 series received 3,680 pieces of coverage, a 27.8% increase from the launch coverage of the previous Mi 11 series (2,880 articles).

• Premium Product Positioning: The Xiaomi 12 Pro was effectively positioned among flagship models like the iPhone 13 Pro and Samsung Galaxy S22 Ultra, achieving significant brand elevation and establishing Xiaomi as a credible premium technology brand.

• Influential Global Media Presence: Xiaomi 12 series gained positive reviews from influential global media outlets, including The Guardian, Futurism, CNET, The Verge, and Tom’s Guide, securing Xiaomi’s place among top global technology brands and setting the stage for continued premium brand positioning.

This campaign successfully elevated Xiaomi’s image from a budget-friendly option to a premium player, setting a new brand trajectory aligned with its innovative and high-quality offerings.