Awareness for the brand's new tech product launches
Cross-platform partnership producing short-form content that showcases the features and technical specs of Xiaomi's new flagship devices.
What Xiaomi asked us
Xiaomi was looking for a credible editorial presence in Italy to support the launch of its new products. Not reviews, but content that would enter the tech conversation and get people talking about its devices as a starting point to explore bigger topics.
- 1Build awareness for the new product launches with an accessible, non-promotional approach
- 2Weave Xiaomi into the Italian tech conversation on current topics like batteries, displays and mobility
- 3Provide media coverage of the official events and launches
- 4Position Xiaomi as a go-to brand for people who want to understand where the tech industry is heading
What we proposed
We proposed a cross-platform partnership that wove Xiaomi into our explainer mission, without ever turning the content into simple product reviews.
For each launch, we picked a technology or current-affairs topic to dig into, using the product as a lens: from silicon-carbon batteries to Mini-LED panels, all the way to the regulations around electric scooters under the new highway code.
Xiaomi was never the subject of the content, but the reason a story was worth telling.
Alongside this, we provided direct coverage of the brand's official events, from the launch of the 15T series to the ATP Finals (which Xiaomi sponsors), taking our audience inside branded experiences they normally wouldn't have access to.
For each product launch we developed reels that started from a question or a current topic: the future of batteries, what's inside a Mini-LED panel, or whether you can still ride e-scooters under the new highway code. Xiaomi's products were positioned as the hook into genuine explainer content.
We integrated Xiaomi into our editions with content that dug into the technologies behind the new devices, from the Leica partnership to the silicon-carbon battery, turning every launch into a chance to explain something the reader didn't know.
We were present at Xiaomi's official events in Italy, from the launch of the 15T series to the ATP Finals. Direct editorial coverage that took our audience inside exclusive brand moments.
