Xiaomi is a Chinese multinational technology company known for its wide range of consumer electronics and gadgets. Founded in 2010, Xiaomi is renowned for offering high-quality yet affordable smartphones, smart home devices, fitness wearables, and other innovative products. The company has gained global recognition for its value-for-money approach and a strong online presence, making it one of the largest smartphone manufacturers in the world.
As a leader in consumer technology industry, the pain point of Xiaomi is it has long and widely been perceived as a budget and accessible brand amongst various audience globally. With the global launch of Xiaomi 12 series, Xiaomi is looking to refresh its brand image and elevate itself from a “budget-friendly” to a “premium” technology brand.
As Xiaomi’s global PR retainer agency, Eleven International was tasked with shifting the brand narrative by initiating and executing the product PR campaign with strategic product launch news and review unit seeding to secure broadly positive coverages that range from Business, Technology to Lifestyle outlets.
Within 24 hours after launch, Xiaomi 12 series had garnered 3680 pieces of total news coverage to drive the buzz, surpassing the 24-hour news coverage of Mi 11 series (2880 articles) by 27.8%.
Xiaomi 12 Pro has been successfully positioned among the top flagships including iPhone 13 Peo and Samsung Galaxy S22 Ultra, gaining strong word of mouth among global top media including The Guardian, Futurism, CNET, The Verge, Tom’s Guide and etc.