In 2016, Xiaomi released the “4M” intelligent marketing system (moment, media, matching, measurement). Specifically, it captures the user's needs through the perception of the scene, achieves accurate matching with big data, uses the best media performance, reaches the user at the best time, and finally brings more reliable and effective measurement.

Xiaoling MIUI advertising sales vice president Jin Ling pointed out: Xiaomi's advertising resources have long been not limited to mobile phones, but also have TV, big screen, VR equipment and Xiaomi sports and other ecological chain products, the number of users that can be covered now exceeds 300 million, the future will Developed into a large platform of 500 million, and Xiaomi will bring real value to advertisers: first, the user is truly reachable, followed by full scene coverage, again user interaction, and finally big data. Companies like Xiaomi, such as hardware, software, and Internet triathlon, have irreplaceable advantages. Xiaomi has opened a new era of intelligent marketing, and advertising will become a valuable business information for users.

In 2016, Xiaomi Marketing served different vertical brands through the 4M intelligent marketing system, which can be classified into four categories: big data, full scene, community, and creative innovation. This article combs the 10 classic cases that Xiaomi Smart Marketing has done in 2016.

Full scene marketing

All-Scene Marketing

Compared with the scene ten years ago, the Internet has been integrated into all aspects of life, without interconnection and without living. Xiaomi has more than 70 eco-chain companies and more than 200 products, with an average of 3 smart devices per rice noodle. This allows Xiaomi to have the "full scene" coverage. In particular, Xiaomi mobile phone and MIUI ecosystem, as a system-level marketing system, can truly realize the seamless enveloping of users in the whole scene, and reach the rice noodles in different scenarios through the powerful resources of MIUI.

"Millet reminds you that it is time to wear PUMA to run cool!"

PUMAevoKNIT running shoes were newly launched in the winter of 2016, and simultaneously launched the concept of “cool running the street”. For the first time, Xiaomi Marketing has opened up the theme and the internal ecology, Xiaomi Sports, to achieve cross-platform data integration and display. In the lock screen interface, you can see the user's accumulated steps, calories and other key data related to sports, reminding consumers Don't stay at home, it's time to wear PUMAevoKNIT running shoes, bring PUMA custom version of the millet bracelet, go to the streets together.

According to different APPs and user habits, Xiaomi combined with the current scene to create a customized and scenario-based delivery strategy for PUMAevoKNIT: differentiated creatives based on temperature, and based on user usage of Xiaomi video and Xiaomi music. Give customized content to turn the ad into a street run reminder with temperature.

Through the surrounding exposure of the whole scene, Xiaomi helped PUMA achieve a total of 140, 466, 142 brand exposures, with a total click of more than 3,911,195 times.

"The game has been played and I have been to Bali on New Year's Day."

Every year, "Double Dan" (Christmas & New Year's Day) is the peak season for consumers to travel. Combining the festive atmosphere of Christmas and New Year's Day, Xiaomi is the interactive theme of “Warm Winter House” for Qunar. This is a mobile theme. At the same time, it is also an interactive game platform. Users can participate in “developing interactive games” on the lock screen page, such as “feeding camels”, “sweeping snow”, “developing houses and changing dresses”, etc., while gaining fun in the game. You can also extract gifts such as the “Bali Travel Awards” and “Train Ticket Coupons”.

The theme desktop also has a deep customization of the Qunar. The camel cartoon pattern representing the Qunar will appear on the theme scene, calendar and personality theme icon and task progress page.

In order to better disseminate the theme, Xiaomi integrates high-quality all-media resources such as Xiaomi Live, MIUI official Weibo and Xiaomi Theme Station. At the same time, it also realized the first cross-system interaction, encouraging users to share the theme interaction to the circle of friends, and let friends using different mobile terminals participate in the game.

The theme download volume reached 2 million+, creating the best history of brand customization theme downloads; brand exposure 240 million times, APP activation 100,000+, friend circle participation volume 10,000+, microblog reading volume 966,000, live broadcast cumulative play The volume was 76,000 and the number was 103,000.

"What is the experience of playing in the Ely Swimming Pool?"

During the Olympics, Xiaomi launched the “National Olympics” App. The most attractive is the completion of five online sports venues. Among them, Yili chose the online swimming pool, which not only fully integrated into Yili's visual style in the appearance of the swimming pool, but also embed Yili's products as props in the game. All gamers can view their "World Ranking", earn points, and extract the explosion products of Xiaomi with points.

In the offline activities of “Quality New Upgrade, 100% Gifts”, 28 million boxes of Yili Olympic Special Edition milk is equipped with millet's lucky draw channel, which stimulates the sales of Yili products through the attraction of Xiaomi brand and products.

The Yili swimming pool opened on August 4th. As of August 22nd, the total number of venues has reached 170 million, and the number of games started has reached more than 63 million. The Xiaomi platform issued nearly 200,000 lottery tickets, which greatly increased the sales of Yili products. This deeply customized form of interaction is fun and engaging, and it is both fun and affordable for consumers. For the brand, it has not only gained attention, but also enhanced the brand reputation and goodwill.

"Helping Budweiser and feeling the culture of the national living room"

Xiaomi TV is an important part of Xiaomi’s “smart life” ecological chain. At the same time, Xiaomi Box has been the pioneer and leader of the entire OTT box industry. Based on family coverage and home entertainment scenes, Xiaomi TV is both a home entertainment center and a control center for smart homes, resulting in scene data and family preferences. The data will become an important source of Xiaomi's big data and jointly build a three-dimensional big data system for Xiaomi.

The MIUI system equipped with Xiaomi TV has 170 million active users. The cooperation between Budweiser and Xiaomi TV is to hope to use the Xiaomi TV platform to convey brand information to these users. In terms of content, Xiaomi TV and Xiaomi Box are also rich. The content resources cover three major video giants in China: Tencent Video, iQiyi and Youku Tudou. It has 440,000 hours of high-definition genuine video library, including 8000 movies and 140,000 episodes. 2,400 variety shows and 3,500 anime. The number of movies is 2.4 times that of the second place, and the number of TV dramas is 1.4 times that of the second place. A Xiaomi TV can provide the whole family with the content they want to see.

On the other hand, Xiaomi TV can efficiently complete the deep connection with Xiaomi smart home products through MIUI system, and can fully obtain the user's all-round information, which is what Budweiser values. Xiaomi TV's built-in smart home app can control or view router video, water purifier, bracelet information and sports data, etc., and the TV's family center status will be activated through Xiaomi TV.

Big data marketing

BigData Marketing

At present, Xiaomi's main products include mobile phones, TVs and routers. Gu Dawei, head of MIUI's commercial products department, said, “Mobile phones represent personal media, TVs and routers represent home media. Xiaomi advertising is the commercialization of these 150 million mobile phones and 15 million TVs and boxes. Behind these commercializations Relying on big data.” Xiaomi Big Data mainly includes five labels: gender, age, geography, education and income, focusing on label coverage and accuracy.

"I went to the city to work, I am no longer an Intel target user."

Through effective content and reach, Intel communicates the advantages of PCs and the formation of potential purchase intentions to county-level home users in cities below the 4th line. The survey found that “get rich” and “education” are the two major concerns of such target users.

Intel chose Xiaomi mobile phone as the medium for the marketing campaign. With the hardware-level localized location service unique to Xiaomi's mobile phone, the actual location of the target user is comprehensively determined through integrated carrier communication base stations, Wi-Fi, and GPS.

Example of delivery logic: Mr. A lives in Beijing Changping Huilongguan and works in Zhongguancun, Haidian. If based on the traditional Internet IP and GPS geographically targeted delivery mechanism, Mr. A will be judged as invalid users. With the advantage of the unique hardware of Xiaomi mobile phone, through the form of IP+ base station + GPS, the comparison with traditional media is more accurate through IP. Xiaomi decides that Mr. A is a resident user for this place, and Intel Advertising will lock Mr. A to launch it.

Covering the millet mobile phone MIUI system platform, multiple daily live applications, Intel multi-dimensional, cross-application, multi-scene touches 138 target county-level cities (regions) more than 13 million millet users. With the “get rich” & “education” content that the core target group is interested in, the patch and the screen advertisement have achieved click-through conversion effects far higher than the industry standard. The pre-roll form of Xiaomi video has reached 15.26. % click conversion rate, 14 times more than the target. The story describes the complete form of placement advertising, with a click-through rate of 14.5% and more than 14 times the scheduled click KPI.

"Excavating the target audience of Kovaz, Xiaomi has a big move"

As the versatile mid-level family car of SAIC-GM Chevrolet, Kovaz became the brand's key promotion model in the fourth quarter. Kovaz hopes to cooperate with Xiaomi to better convey its brand quality, create a new car market awareness of Kovaz, and effectively reach the potential target audience.

The communication was launched through the following three phases to continuously expand the potential audience:

The first stage: deep mining Kovaz seed users. Based on the DMP platform, Xiaomi analyzes the target audience and produces the following five dimensions: 22-39 years old; monthly average income of 6000-19999 yuan; first car purchase; frequent attention to compact models in the past three months; car prices frequently paid attention in the past three months For 8-10 million, etc. Those who meet the above five dimensions are locked into the seed users of this communication. After understanding the usage habits of the target users, the advertising screens created for them were placed in their high-frequency media: Xiaomi Music, Xiaomi Video, Xiaomi Browser, Xiaomi Security Center's opening screen, focus map and information flow. Point.

The second stage: click on the crowd lookalike redirect. Use Xiaomi DMPlookalike to retrieve the first-stage click users, expand them, find other potential audiences, and re-exposure.

The third stage: update the click crowd lookaylike iterative delivery. After accumulating two clicks of the crowd for intersection, use lookalike again to expand, update the potential audience, and finally re-exposure the updated user.

During the delivery period, through the statistical analysis of the search data of the targeted users, the number of related keywords searched by Kovaz increased by 91%, the total exposure of the brand was 37,762,754 times, and the number of clicks was 1,167,898, CTR3.1%, compared with CTR. Increased by more than 50%, the number of "good feelings" collected by the submersible reached more than 1,300, realizing the combination of product and effect.

"The three phases of the application of the app are used to accurately cover the crowd"

å’š Man App is a comics app, all of which are Korean comics, some of which are related to Korean TV dramas and stars. I hope that through Xiaomi marketing, we will enhance brand influence and enhance the effectiveness of advertising.

Xiaomi Marketing divides the launch phase into three parts: the cold start phase, which delineates the first batch of users through two methods, completes the cold start: label combination & lookalike expansion; evolution stage, saves the next day, and clicks on the previous day every day. The crowd of advertisements is repeatedly placed; in the evolutionary stage, in order to further enhance the retention of the next day, the source of the click population is optimized, and the general population package is changed from general investment.

The final advertising effect is also very gratifying, video home banner + channel page focus map CTR, the general coverage of 1.28% of the population, custom crowd coverage of 1.73%, click and then vote (pass) cover 2.32%, click and then vote (crowd package) Covers 3.01%. The overall retention of the next day, the coverage of 8.3%, the custom group 11.1%, the general investment / crowd package + click on the crowd to release 13.0%, truly achieve the effect of product efficiency.

Community marketing

Social Marketing

One of the characteristics of the marketing model under Internet thinking is fan marketing, which is based on the socialization and social marketing of new media. After launching the first mature product MIUI, Xiaomi was based on the forum and achieved the original 500,000 core users. Xiaomi will enhance the participation of the user community through topics and interactions. Similarly, Xiaomi's marketing solution will also be based on several social platforms to stimulate user engagement and interact with brands.

"It is obviously a millet conference, and Ipoh has become the protagonist. "

In 2016, Yibao actively launched cross-border marketing and launched a staged promotion theme “for pure love”. Xiaomi Marketing chose to use the "Millet Note2 and MIX mobile phone new product launch conference" to cooperate with enterprise-level events to spread online.

On October 21, Ipoh official micro-release #小米新品价猜猜猜# Online activities. The day before the press conference, Yibao official micro introduction #小米新品价猜猜猜#Playing & prizes: users participate in the microblogging topic, quiz the final price of Xiaomi new products, the first guess, you can get Xiaomi new products product.

On October 25th, Xiaomi Note2 was released, and 4,000 bottles of special Yibao appeared in the conference venue of Peking University. 4,000 special water bottle labels, plus a pen for writing, can be accessed directly and can be played directly. On the line, Xiaomi community exposed and broadcasted the whole event--the official microblog of Xiaomi Community released the live photo; Xiaomi community conference live broadcast exposed; Xiaomi live broadcast exposed.

During the marketing campaign (October 21 to October 27): Yibao official Weibo (fans 230,000+) forwarded more than 1000 times, commented more than 800 times; #小米新品价猜猜猜#Topic reading volume 60 Wan +, microblogging reading 1 million +; Xiaomi community microblogging (fans 680,000 +) live photo microblogging reading 1 million +.

Live broadcast: Xiaomi conference live PV2470 million+, UV1559 million+; Xiaomi community conference live broadcast stickers, Yibao brand exposure times 15.59 million +; Xiaomi live end Yibao brand exposure times 10,000+.

Innovative marketing

Innovative Marketing

The success of the Xiaomi brand is itself a innovation in marketing models, business models and competitive strategies. Similarly, there are many examples of innovative elements in Xiaomi Marketing's services for brands.

"Having the speed of the wolf" will give you the opportunity to participate in the Buick test drive. "

2016 is the sports year (European Cup & Olympics), and the peak season of the national sports is the highest in July-August. Buick wants to combine the spirit of the brand with the passion of sports. Xiaomi Sports built an interactive theme for the Buick brand, which was displayed for 6 weeks. The topic will make different animals correspond to different speeds and form different challenges. If the user challenges success, the animal medals in the modified mode can be lighted up. The more medals are lit, the greater the reward for the final harvest.

In order to enhance the influence of the event, the Xiaomi Sports APP will be launched on the big screen and each section will carry out a large number of pushes on this activity, guiding the user's attention to the activity area. High attention provides Buick's offline test drive area with a large number of potential users. After the participants fill in the simple information, they can get test drive opportunities and eventually turn into potential consumers.

During the promotion period, the brand's total exposure reached nearly 80 million, with a total click of 1.2 million+, forming several participation peaks.

"Millet weather, security center...KFC red envelopes are hidden everywhere "

In the form of the Xiaomi Spring Festival red envelope project, KFC will provide red packets for rice noodles during the Spring Festival, including Chinese New Year cash, products and coupons. KFC conducts business information display through the full platform portal of Xiaomi MIUI, including multiple information portals on the MIUI mobile phone system, such as weather, browser tags, global search banner, real-time hot words, security center, calendar Chinese New Year card, red envelope assistant, etc. . This is obviously different from other brands that can only use their own app as a red envelope entry, which means that KFC brand information has the opportunity to show through the MIUI full entrance.

Among them, the red envelope main venue uses the gyroscope scene display form, where users can enter three sub-meeting venues: Xiaomi area, brand area and Xiaomi ecological chain area. Cash prizes from KFC will be deposited in the millet wallet; coupons and prizes will be deposited in small

Throughout the event, KFC’s advertising space totaled 238 million times, KFC’s fixed-point page total exposure was 116 million times, KFC’s TVC played 6.77 million times, and KFC’s coupons were 2 million.

Editor in charge: Wang Huixia