Mi Fan Festival – Case Study

To celebrate 6 years of its Mi brand of phones, Xiaomi ran a Mi fan Festival in India today offering super deals alongside the launch and flash sale of its latest flagship smartphone, The Mi 5.

To draw attention and drive conversation around the sale, Mi India launched a contest where they asked fans to flaunt their purchases!

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The rules of the game were kept simple and fairly easy. fans were required to change their cover photos on Twitter or Facebook to a pre-designed cover design by Mi India. This activity drew nearly 800 shares and 1,500 likes. The conversation around the brand jumped manifold, driving more eyeballs and traffic towards the big sale.

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The unassuming strategy had people conversing about the brand. To further leverage this attention, Mi India decided to notch up its fan-loyalty game with this timely Facebook post.

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This post done on the day of the Mi Fan Festival drew more engagement than the previous one. Order screenshots were shared in hundreds and instead of sitting back and enjoying the show, Mi India jumped in and kept the conversation flowing. Interacting with fans and replying to technical queries in a friendly and casual manner, made the brand appear much more human on a social media platform.

There are a few important takeaways from the way Mi India conducted this entire marketing exercise.

For one, the contest was kept fairly simple and easy, where people just had to follow instructions or screenshot their order screens or both. It was not hectic or tedious work in any form, nor did it require the fans to run from pillar to post gathering likes and retweets for any content.

Secondly, Mi India realized the importance of keeping a conversation going. Instead of letting the conversation on its posts get crowded by fan chants, complaints and responses, Mi India streamlined the conversation with its own tidy responses.

Thirdly, Mi India’s realization that letting customers and fans speak about what they felt about Mi was what Mi was all about. They did not have to define or design the brand’s perception, they let it build through the fan conversation.

Finally, and most importantly, how well it was planned and how well it paid off. Mi India did not put a foot wrong. Infact, they looked a step ahead, alert, and prompt throughout the complete strategy. The result was the engagement that it created. And the engagement paid off well in hindsight, now that we can confirm that all three Mi 5 flash sales (11.00 am, 2.00 pm, 5.00 pm) were sold out within seconds. Not just that, Mi India also had its accessories and other devices run out of stock, owing to the maverick marketing strategy and contest.

Update: 12 hours later.

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The results of Xiaomi’s excellently planned and executed strategy was visible as the Mi Fan Festival drew to a close on 6th April. The Mi Fan Festival saw more than 46 million unique visitors to the website buying various products apart from smartphones. The sales resulting from this were worth ¥1.87 billion The tap fast game launched by Xiaomi saw more than a billion plays. These numbers are more than just figures. They are a recognition of the brilliant planning and execution that went into this marketing campaign and how well Xiaomi managed to pull it off.
Signing off,
Amit Jadhav,
http://www.amitjadhavs.com
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