The global launch of the Xiaomi Mi 10 was originally planned to take place at the annual Mobile World Congress, but was eventually cancelled due to COVID-19. With countries going into lockdown and increasing travel restrictions, Xiaomi (@Xiaomi) turned to Twitter in order to drive the same massive anticipation, awareness, and talkability amongst its target audience as it would achieve at a physical launch event.
As a long-term partner with Twitter, Xiaomi is aware that tech communities are tuned in to the latest news from brands and influencers and are looking to discover what’s happening on Twitter. In 2019, conversations related to tech on Twitter grew 25% YoY to 2.7B.1 Due to the pandemic, there was a tremendous growth in video consumption and this gave the team the opportunity and confidence in pivoting to a virtual event for the launch.
@Xiaomi used Twitter to build anticipation for its #Mi10 launch, as well as to stream the event to fans in over 42 countries. It ran a global campaign across six handles (@Xiaomi, @XiaomiDE, @Xiaomispana, @XiaomiItalia, @XiaomiSverige, and @XiaomiFrance), covering the US and European markets.
Key to the strategy was to collaborate with an influencer to create content and drive conversations around the product pre-launch to launch. As a leading voice in tech and with a global appeal, Jonathan Morrison (@tldtoday) was made #Mi10 launch ambassador.
Weeks leading to the online launch event, Jonathan Morrison and Xiaomi began teasing the launch with an opt-in Tweet and auto-response Tweet. By liking the teaser Tweet, fans could request a personal reminder when the #Mi10 event stream started. During this teaser phase, Xiaomi got fans to Retweet with questions to ask Jonathan Morrison anything, which generated excitement and further engagement with the fans.
On launch day, @Xiaomi went live on a Twitter Live Event page. To amplify its reach, this was coupled with Live Tweet Q&A session with Jonathan Morrison and President of International at Xiaomi, Shou Zi Chew (@ShouZiChew), Promoted Trend Spotlight and First View.