“Make friends with users and be the coolest company in the users’ hearts” has been from the beginning of Xiaomi’s principle for fostering its community. In our latest effort, Xiaomi Global Community has a new large-scale Xiaomi Fan engagement campaign in store, giving Xiaomi Fans another opportunity to build long-lasting friendships with other fans, while strengthening its community’s culture.
– Mi and you, better together!
Xiaomi Fans have been an integral part of guiding Xiaomi to deliver products desired by them. To celebrate this, Xiaomi Fans decided on the slogan “Better Together” in 2019 to celebrate this bond. By 2020, “Better Together” made way for a series of interactive initiatives in the form of festivities celebrating how Xiaomi stands together with its fans. The activity was broken divided into two parts that the community could participate in, which included “Create Together” and “Contribute Together.” Through these activities, Xiaomi Community members could participate their own voice by answering 6 questionnaires that touched on topics including their user portrait, user habits, how the community is operated. The activity was continued by holding 6 core user online meetings that gave Xiaomi an in-depth look at its users’ needs.
But this wasn’t all. The Xiaomi Community had also launched 5 “Design Together” initiatives to give community members a unique opportunity to exercise their creativity and showcase their artistic talent with the world. Xiaomi Community members could submit designs for new Xiaomi T-shirts, wallpapers, baseball caps, watch faces and even for Xiaomi’s yearly thematic song “A Melody for Mi.” The call for creatives from the Xiaomi Community was heard around the world, as it exceeded 1,500 entries and 850,000 Page Views.
Of these creatives, A Melody for Mi, a participatory project hosted by the Xiaomi Global Community was a hit. 1,000 Mi Fans from 15 countries around the world heard the call to submit their original music and lyrics. Ultimately 30 tracks from Xiaomi Fans were selected to compose a full track for A Melody for Mi. This track was made available as an official ringtone and uploaded to the Xiaomi Theme Store, making it available to download worldwide. In fact, A Melody for Mi is even played when waiting in our customer service hotline queue.
– Show your hometown pride with a city mug!
With City Cup, Xiaomi Fans were able to participate in designing a City Cup that celebrates the love for their own hometown. And this design would be featured in other real-world objects and sent out as gifts to Xiaomi Fans. With the excitement around this year’s initiatives, Xiaomi Fans from 8 different regions participated, collectively totaling more than 150 submissions.
Although birthed in 2019, “Better Together” still stands strong and in the three years of activities to date. By listening to the feedback and opinion of Xiaomi Fans, we’ve closed the distance between Xiaomi as a brand, and its fans, the Xiaomi Global Community. In fact, we’d say that Xiaomi and its fans have become close friends.