Success Story
Xiaomi
Xiaomi partnered with Appier to achieve effective marketing with a myriad of social media applications, driving 98% engagement on Instagram
World-renowned electronics brand Xiaomi Taiwan partnered with Appier to leverage BotBonnie’s myriad of marketing kits for promoting community events and Reels on Instagram. Xiaomi Taiwan successfully achieved 5X likes and 98% event completion rate.
About Xiaomi Corporation
Xiaomi Corporation was established in April 2010 and listed on the Main Board of the Hong Kong Stock Exchange on July 9, 2018 (1810.HK). The brand specializes in smartphones and smart hardware connected by an IoT platform at its core. With its vision of “Make friends with users and be the coolest company in the users’ hearts”, Xiaomi relentlessly pursues innovations, high-quality user experience and operational efficiency. The brand is committed to building amazing products with honest prices, to ensure everyone in the world can enjoy a better life through innovative technology.
Xiaomi is one of the world’s leading smartphone brands and consistently ranks top three in global sales volume. As of March 2024, Xiaomi’s monthly active users reached 658 million. The brand has also established the world’s leading consumer AIoT platform, with 786 million smart devices connected to its platform. In October 2023, Xiaomi announced its latest strategic upgrade to a comprehensive “Human x Car x Home” smart ecosystem, which seamlessly connects personal devices, smart home products, and cars. Xiaomi currently has presences in more than 100 countries and regions around the world. In August 2023, the brand was included in the Fortune Global 500 list for the fifth year in a row, ranking 360th.
- Industry: Consumer Electronics
- Company Size: About 100 employees at Xiaomi Taiwan
- Location: Taiwan
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Goal:
(1) Use growth tool (auto-reply mechanism) to capture real-time customer activity and increase social media engagement
(2) Use Survey Kit to collect customer feedback
Products Used:
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BotBonnie | Conversational Marketing Platform
Renowned consumer electronics brand Xiaomi partnered with Appier to leverage BotBonnie’s marketing kits for promoting social media events. The brand successfully increased its brand awareness and drove higher social media engagement. Xiaomi worked with Appier to create an AR filter on Instagram for Xiaomi Fan Festival 2024, which was extremely well received by its fans. The brand launched “Heartbeat”, a one-sentence story and photo contest, on Instagram and achieved 5x likes; while its “The Moment” campaign utilized BotBonnie’s auto-reply function to increase engagement and completion rate.
Event details and results are as follows
Xiaomi Fan Festival 2024: Auto-reply boosts engagement by 100+ users
For Xiaomi Fan Festival 2024, Xiaomi worked with Appier to create an AR filter and point collection event on Instagram, with the aim of attracting as many users to participate as possible. Users could use the filter to showcase creative displays of Xiaomi products and tag their friends to enter a lucky draw. Xiaomi also utilized BotBonnie’s auto-reply feature for comments to invite users to interact with the brand and enter the lucky draw. The event was extremely well-received by Xiaomi fans and garnered a high number of comments, which helped Xiaomi achieve its ultimate goals of boosting social media engagement and brand awareness. The number of engagements increased by over 100 users during the event.
Campaign demo as follows:
Xiaomi x Leica “Heartbeat”: Survey and Auto-reply Kits achieved 5x likes
Appier played an important role in the Xiaomi x Leica “Heartbeat” campaign. BotBonnie’s growth tool (auto-reply to comments) was able to capture user engagement in real time and effectively guide users to participate. Users only had to write a one-sentence story for a memorable photo and share it on Instagram Stories to enter the lucky draw. Additionally, Xiaomi also leveraged BotBonnie’s Survey Kit to host a poll and invite users to vote with a user-friendly interface. The campaign attracted much attention on social media, with many users writing one-sentence stories in support of the event. The story event achieved 88% completion rate and 5x user likes.
Campaign demo as follows:
Xiaomi’s “The Moment” video campaign: Auto-reply achieved 98% event completion rate
In launching its “The Moment'' video campaign, Xiaomi leveraged Reels to attract fans to watch the videos and complete simple tasks to receive rewards. BotBonnie’s auto-reply feature was again instrumental in helping Xiaomi maximize the event participation rate. After users commented on the Instagram reels, BotBonnie would immediately reply to these comments and guide the users to complete the event tasks for rewards including cash vouchers and commemorative cards. During the 10-day campaign, BotBonnie helped Xiaomi achieve a whopping 98% event completion rate, while the event posts garnered 5x more likes than the brand’s regular posts.
Campaign demo as follows:
