Marlin PR
Mi Note 10 05 3

Xiaomi: Launching New Products To Market

The Brief

Launch two new smartphones (the Mi Note 10 and the Redmi Note 8T) to Western Europe. Underline key USPs of the devices: the Mi Note 10’s ground-breaking 108MP penta camera being the highest spec camera smartphone in the world at the time, and the Redmi Note 8Ts jaw-dropping price point - sitting in the affordable category of smartphones but challenging the much more expensive ‘flagship’ phones from competitors. Secure top tier UK consumer tech coverage and highlight Xiaomi’s key messaging around quality, innovation and affordability.

The Solution

We Invited 5 x journalists specialising in consumer technology (journalists writing for: Android Authority, Expert Reviews, Stuff, Trusted Reviews, T3, TechRadar and Digital Camera World) to the launch event in Madrid in November 2019, gifting one unit of each product to those media at an exclusive dinner with a hands-on element. We carried out embargo pitching with images and spec sheets ahead of the launch. We also conducted desk-side visits to key journalists, providing them with a hands-on of the device, as well as a demonstration of key features alongside a full review program, sending devices out to key technology and lifestyle journalists.

Mi Note 10 01

The Impact

The multi-pronged approach enabled the strengthening of relationships with core media as well as generating top tier coverage both on the day of the product launch and the weeks and months to follow (leading up to the launch of the availability in the UK). We secured blanket coverage with 124 x coverage in the UK (including top tiers such as WIRED, BBC Online, Metro, Mail Online, ZDNet and Channel 5’s The Gadget Show) generating incredibly valuable soundbites to use a proof points in D2C marketing campaigns. For instance, Trusted Reviews highlighted: “Alongside the camera-tastic Xiaomi Mi Note 10, the Chinese maestro of affordable phones has announced an even more budget option, the Xiaomi Redmi Note 8T.”

Return to Work