Inspiration & Challenge
Xiaomi, a tech company known for smartphones and IoT devices, wanted to refresh their Instagram with creative content beyond humanistic photography.
Execution & Creativity
For their #WrapXiaomiUp winter contest, Xiaomi partnered with Billion Dollar Boy’s innovation unit, Muse, and AI artist @Joooo.ann to imagine festive Xiaomi stores in the North Pole.
This campaign aimed to encourage participation and showcase creative content beyond typical brand photography.
FACTS & FIGURES
Markets
Results
The campaign achieved 10.5M reach and 11.4M impressions on the brand’s Instagram channel, and 14.5K reach and 17K impressions on the creator’s Instagram . The content performed higher than typical brand content, resonating particularly with 18-24 year olds. Following this success, Xiaomi continues to diversify their content with AI artists.
