From the introductory Instagram parallax to innovative topical content, Mi Home India has had quite the journey. The road to being one of the fastest growing pages on Instagram with 300K+ Mi fans saw some successful campaigns and some really impressive activations carried out by Schbang, their partner agency who have been driving the communication for over 9 months now.
Mi Home’s digital growth is not just about more fans but a growing community.
Speaking of which, Saurav Arora, Lead, Marketing & VM, Mi Home, Xiaomi, said, “Mi Fan community is one of the strongest pillars in the success of Xiaomi India. They are our brand ambassadors, our voice. They not only are consumers of Xiaomi products but promoters as well. In fact many Mi Fans are now part of the Xiaomi organisation”
Watch #MiHome’s dynamic journey in this Case Study:
Speaking of community building Mi Home reached out to Mi Fans across 6 cities with Fever 104 FM and gave them a chance to win a trip to Europe during the FIFA World Cup fever.
Shedding light on the scope of digital initiatives in India Arora mentions, “Scope is immense and with that we have immense challenges as well. We achieved #1 position in a short span, now to keep it going we need be increasing our market share and providing the latest Xiaomi products to Indian consumers at the honest pricing and that’s the scope we’ll always be working on.”
And talking about this partnership, Omkar Joshi, Business Head – Schbang Bengaluru said “We were in tune from day one that Xiaomi’s retail presence meant taking their Mi Fan community connections to a whole new level. When one walks into a Mi Home Experience Store, it inspires and delights at the same time and #FutureLivesHere embodies that spirit. At a time when everything in retail is e-Comm first, we’ve successfully brought more and more fans to the physical store. We’re proud to be partners of such an exciting brand and surpass new challenges and milestones together!”
With more plans on growing in terms of stores and sales with social media as a major contributor, Mi Home is headed to a very strong place in the Indian market.