Background
Xiaomi Corporation is an internet company with smartphones and smart hardware connected by an IoT platform at its core. With the vision of being friends with its users and being the “coolest company” in the hearts of its users, Xiaomi is committed to continuous innovation, with an unwavering focus on quality and efficiency. The company relentlessly builds amazing products with honest prices to let everyone in the world enjoy a better life through innovative technology.
Xiaomi is currently the world’s third and Hungary’s second-largest smartphone brand and has established the world’s leading consumer IoT platform, with more than 235 million smart devices connected to its platform, excluding smartphones and laptops.
Being Xiaomi’s primarily local digital marketing agency, we handle various tasks from ATL campaigns to integrated, performance-based digital advertisement. In addition, we developed and maintain the company’s official local homepage packed with unique tools such as this 3D smart home showroom, or Mi Store finder.
This writing is intended to present our kick out strategy and solutions regarding follower acquisition on two social media platforms: Facebook and Instagram.
Concept
Our approach was the following:
- Define and segment target audiences by examining data from researches given by the company and data extracted from Google Analytics.
- Set up a budget plan according to KPIs by estimating the cost of each acquisition.
- Create engaging, platform-specific, mobile-first content suitable for each target audience.
- Create an advertising strategy based on the above.
- Set up advertising campaigns in Facebook Business Manager.
- Measure, analyse, and report data with BIG data engineering methods.
- Fine-tune content if necessary, based on results.
Solution
Launched in March 2021, we managed to reach 13 500 followers in two months on Xiaomi’s local Facebook page (as of April 2021). This achievement is the result of a coherent advertising strategy, and engaging, platform- and target audience-specific content.
Since there is no specific ad type regarding follower acquisition on Instagram, an in-depth understanding of the platform and its’ users is key to increase the follower base. Therefore, apart from a methodical content and ad configuration, organic tools such as daily, intense activity, resharing user generated content, and maintaining a vibrant relationship with followers is an absolute necessity. Based on these principles, and with the usage of local, platform-relevant content we managed to build an active, ever-growing community.
