Deepen brand image, increase user stickiness, and enhance interaction

As one of the early Chinese mobile phone brands to go overseas, Xiaomi has a unique fan culture, and it has always been actively building a high-end, cutting-edge image to showcase the brand's technological strength. Currently, Xiaomi has gained a certain level of recognition in many countries. This time, the choice to advertise on Tuke aims to further explore the brand's characteristics, deepen the brand image of different product lines, and enhance its overseas brand promotion effectiveness. Taking the Redmi Note series as an example, building brand connotation in various countries is its primary goal.

To communicate the brand connotation of Redmi Note, Xiaomi launched a brand challenge on Tuke covering 17 countries. Although it is a global campaign, localization remains very important. The gameplay and mechanisms of the marketing campaign can be universal, but the content needs to be combined with local characteristics, resources, and user insights. Therefore, Xiaomi cooperated with the Tuke for Business team to customize two different Tuke ad sticker effects to match the challenge, tailored to local conditions. In European and Middle Eastern countries, the challenge was paired with the popular "Before & After" transformation comparison gameplay, highlighting Xiaomi's brand philosophy of "Challenging boundaries, challenging passion" through 2D stickers and trigger gestures. In Southeast Asian countries, Xiaomi cross-collaborated with the popular local game IP - PUBG. The application of sticker effects allowed global users to not only deepen their understanding of Xiaomi's brand culture while browsing the challenge homepage, but also perceive the product features of the Redmi series.