Xiaomi – Holidays (#WrapXiaomiUp)

Xiaomi's Instagram relied on humanistic product photography, the default for tech brand feeds, and the brand wanted creative content that went beyond it without losing the brand connection. Billion Dollar Boy's account is that an AI artist could give the brand's holiday content a fantasy look conventional brand photography could not produce. The sources do not state a cultural tension; the work traded on the novelty of AI-generated fantasy imagery during the holiday period, when feeds fill with similar seasonal brand photography.

Working through its innovation unit Muse, the agency partnered AI artist @Joooo.ann to imagine festive Xiaomi stores in the North Pole, making the imagery the centrepiece of the #WrapXiaomiUp winter contest. The contest ran on Instagram in the UK, with content distributed on Xiaomi's brand channel and on the artist's own channel, and the contest mechanic gave audiences something to do with the content rather than only view it.

Swapping product photography for AI-generated fantasy gave the feed a clearly different look, and wrapping it in a contest invited participation. The brand's own channel did the distribution work: Billion Dollar Boy reports 10.5M reach and 11.4M impressions on the brand channel against 14.5K reach and 17K impressions on the creator's channel, plus stronger resonance with 18-24 year olds. All figures are self-reported, the page's facts panel differs slightly from its results text, and no participation numbers or commercial outcomes were disclosed.