Xiaomi UK

H2 - Elevating brand visibility, nurturing KOL relationships, and driving product awareness for Xiaomi in the UK market.

Problem

Following a competitive pitch, Rhapsody was appointed as Xiaomi UK’s creative agency, a significant win given the brand’s global stature. While Xiaomi is well-established in Asian and other international markets, in the UK it remained in an awareness-building phase. The core challenge was to elevate the brand’s profile, nurture valuable relationships with Key Opinion Leaders (KOLs), and drive product awareness for its diverse portfolio, starting with the high-profile launch of the Xiaomi 15 Ultra phone, camera lens co-engineered with Leica.

Solution

Rhapsody developed and delivered a multifaceted marketing strategy to position Xiaomi as a serious contender in the UK tech and photography space. This included elevating brand visibility through premium activations, building trusted relationships with KOLs in photography and tech, and driving product awareness via trend research, strategic campaign development, and a robust product seeding programme.

Results

Through targeted activations around the Xiaomi 15 Ultra launch, we significantly bolstered Xiaomi’s UK presence and credibility. Standout successes included an exclusive Leica Store London Mayfair event, a high-engagement YouTube Livestream, and a high-profile partnership with the Photo London Exhibition, all designed to put the 15 Ultra’s photographic capabilities front and centre for both consumers and the creative community.

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Our partnership with Xiaomi UK and Ireland continues to span a wide range of marketing activations. This includes meticulous trend research and ideation to ensure campaigns remain culturally relevant, as well as precise reporting and coordination to maintain strategic alignment. Our ongoing seasonal campaigns and product seeding programmes ensure continuous brand exposure and product trial.

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A key pillar of our strategy involves targeted influencer collaborations. By identifying and partnering with relevant KOLs, particularly in photography and tech, we authentically amplify Xiaomi’s message. These collaborations are designed not just for reach, but to generate compelling, first-hand content that showcases product capabilities and fosters genuine interest among their audiences.

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For the Leica Mayfair x Xiaomi 15 Ultra event, we produced an exclusive gathering at the prestigious Leica Store London Mayfair, securing renowned photographer Alixe Lay as a guest speaker. We also orchestrated the creation of five hero images that demonstrated the 15 Ultra’s advanced photographic features, working closely with Alixe to ensure artistic and technical impact.

The Xiaomi April Offers Livestream on YouTube was a prime example of our approach to driving engagement. We conceptualised and managed the entire live event, securing UK tech influencer Alex G Tech to co-present with Xiaomi’s own Jason Deeney. The stream delivered in-depth discussions, hands-on product insights, exclusive discounts, and interactive Q&A sessions.

Rhapsody also led Xiaomi’s major role as Official Photo Book Market Partner for the 10th anniversary of Photo London at Somerset House. This included full exhibition planning, production, and curation of an immersive space in the River Rooms, where visitors experienced “Humanity: Emotions in Focus” — a photographic series by UK-based photographer and Xiaomi Creator Josh Dowler, shot entirely on the Xiaomi 15 Ultra. This initiative reinforced Xiaomi’s commitment to mobile photography as an art form and included a dedicated KOL and media event alongside interactive workshops.

"We’re pleased to have Xiaomi join us in this anniversary edition. Their presence reflects an exciting shift in photography – one where innovation and emotion go hand in hand, expanding the creative possibilities for photographers everywhere."

Michael Benson & Fariba Farshad,

Founders of Photo London