October 20, 2021, Xiaomi officially announced the launch of the Xiaomi Master Class series. The new project brought together professional photographers from around the world specializing in different fields such as portrait photography, street photography, monochrome photography, providing them a platform to share their experiences with mobile photography.
Xiaomi, as an Internet company with smartphones and smart hardware connected by an IoT platform at its core, has been dedicated to bringing quality products with pro-grade mobile photography features, offering everyone a platform to express their creativity to the fullest. The first season of Xiaomi Master Class saw professional photographers share their mobile photography insights, and more importantly, talk about why they decided to pick up the craft and how they found their personal style – all part of the theme "The Moments That Made Me", inspiring those who look to create with the phone in their pocket and capture their moments.
Objective:
Xiaomi Master Class is a long-term project, and we would like to attract attention through this inaugural campaign. As a long-term campaign, we hope to make full use of different content and platforms to achieve our objectives.
Because this is a long-term project for audiences all over the world, this campaign was kicked off by Xiaomi global account and joined by different Xiaomi region accounts.
By using the same campaign message and the same visual template, we were able to connect all stages into one campaign. By inviting local master photographers and influencers, we were also able to successfully reach local audiences.
In this campaign, together with the different collaborators/organizations, we launched Xiaomi Master Classes both online and offline. Thus audiences not only could learn at home on social media, but they also get the chance to our offline class in Xiaomi Stores or special edition to get hands on our newest phones and learned with the Master onsite step by step.
All offline recruitment was run on Social Media and our Xiaomi Community.
This campaign is not for promoting one specific product from Xiaomi, instead, we want to showcase Xiaomi's focus on creative expression and Xiaomi’s overall visual capabilities
Thus we have focused more on the creative mindset and methods, not just simple techniques.
