Xiaomi 11 Lite 5G NE

My Role

I served as the strategist responsible for curating content creators, as well as developing and presenting the creative direction for each of them.

The Challenge

Xiaomi needed an awareness campaign for the launch of the Xiaomi 11 Lite 5G NE, with aspirational content that didn’t feel like traditional “ads.”

The Strategy

At the time, the brand was experiencing growing positive recognition, increasing its fan base, and being acknowledged for offering excellent value products (high-performing software at accessible prices). However, there was still some hesitation from consumers, as Xiaomi was a relatively new player in the Brazilian market. Another challenge was distinguishing the new launch from other Xiaomi devices, especially for an audience not yet familiar with the brand.

My strategy was to assemble a diverse squad of creators representing various styles, genders, and races who could produce visually appealing and conceptually aligned content consistent with the branding of the device.

The Idea

We focused on translating the concept of the Xiaomi 11 Lite 5G NE into Instagram content. Compared to TikTok, its primary competitor in the short-video space, Instagram was perceived as a platform where content tended to be more polished and aesthetically pleasing.

To differentiate the device from competitors and other Xiaomi products, we emphasized its sophisticated design by working with creators from the #fashion, #beauty, and #lifestyle verticals.

Through a specialized curation process, we selected a team of creators in these verticals who could showcase the phone's features naturally while highlighting its sleek design. The approach was aspirational, with more educational details provided in the captions.

Considering the available budget and aligning the campaign with Xiaomi's mission to bring innovation to everyone, we selected creators whose audiences spanned key cities across Brazil.