Xiaomi #MyHomeMovie and #MyHouseParty
Influencer MarketingA two-phase lockdown campaign for Xiaomi's Mi 10 Pro, pairing a smartphone film competition with a Carl Cox livestreamed festival, reporting 20M views and 250K clicks.
About the campaign
Xiaomi was launching the Mi 10 Pro but had limited brand legacy in tech and lifestyle culture among Gen Z, and COVID-19 lockdowns had cancelled the live events and festivals where that audience gathers. Lockdown removed live music and shared social occasions, leaving a young audience with the appetite for those moments but no way to attend them, and Xiaomi could not lean on existing affinity the way established electronics brands could. Socially Powerful's read was that a brand able to credibly bring the party home would earn attention that owned channels alone could not.
The campaign ran in two phases. #MyHomeMovie was a film competition proving the Mi 10 Pro's camera, where filmmaking experts demonstrated the phone and invited followers to submit home movies to win one, with entries housed on a dedicated microsite. It flowed into #MyHouseParty, an online music festival headlined by DJ Carl Cox, livestreamed on Xiaomi's global Instagram, TikTok and YouTube accounts with DJ Mag cross-posting the sets. Professional dancers created custom teaser routines to build anticipation ahead of the event.
Giving the audience something to make before something to watch built participation rather than passive viewing, and borrowing credibility from a category publisher worked harder than owned distribution for a brand with limited cultural legacy. Content ran on Instagram, TikTok and YouTube. Socially Powerful reports 20M views, 250K clicks and millions in earned media value, with claimed coverage from Rolling Stone and Drum, but every figure is self-reported, the press coverage is not linked, and no sales or audience-size data is disclosed.
Case in 60 seconds
Xiaomi had limited brand legacy in tech and lifestyle culture among Gen-Z, and COVID-19 lockdowns had cancelled the live events and festivals where that audience gathers, just as the brand was launching the Mi 10 Pro.
A locked-down Gen-Z audience had lost live music and social occasions, so a brand that could credibly bring the party home would earn attention that owned channels alone could not.
A two-phase social campaign: #MyHomeMovie, a film competition proving the Mi 10 Pro's camera, followed by #MyHouseParty, an online music festival headlined by DJ Carl Cox.
Filmmaking experts demonstrated the phone and invited followers to submit home movies to win one, entries lived on a microsite, then the Carl Cox festival was livestreamed on Xiaomi's global accounts with DJ Mag cross-posting the sets. The agency teased the campaign with custom dance routines by professional dancers.
The agency reports 20M views, 250K clicks and millions in earned media value across Instagram, TikTok and YouTube, with claimed coverage from Rolling Stone and Drum. None of these figures are independently verified.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- #MyHomeMovie short films demonstrating the Mi 10 Pro camera, led by filmmaking experts
- Dedicated microsite housing user-submitted entries and winning UGC
- Teaser content: custom dance routines by professional dancers
- #MyHouseParty livestreamed festival on Xiaomi's global Instagram, TikTok and YouTube accounts
- DJ sets cross-posted by music publisher DJ Mag
Partners
- DJ Carl Cox (headline performer)
- DJ Mag (music publisher, cross-posting partner)
Participation mechanic
- Followers submitted their own home movies for a chance to win a Mi 10 Pro
- Users viewed and engaged with winning UGC on the microsite
Creator role
- Filmmaking experts demonstrated the product and framed the competition
- Professional dancers created teaser dance routines
- Carl Cox headlined the livestreamed festival
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| Views | 20M | reach | Agency reported |
| Clicks | 250K | engagement | Agency reported |
Why Socially Powerful's strategy worked
- 1
A participation phase before a hero event gives an audience with no brand attachment a reason to arrive already invested.
- 2
Livestreamed events can stand in for physical activations when the audience cannot gather, if a credible headliner carries the moment.
- 3
Borrowing credibility from a category publisher, here DJ Mag cross-posting the sets, works harder for a brand with limited cultural legacy than owned-channel distribution alone.
- 4
Tying the UGC mechanic to the product's actual selling point, the Mi 10 Pro camera, kept the competition on-message rather than generic.
- 5
Seeding teaser content, the custom dance routines, gave the event a build-up rather than a cold launch.
Results
145
Influencers
101
Social posts
11.5M
Total estimated social reach
Results
732M
Impressions
2.9M
Interactions
5.5x
Return on investment
Results
155K
Engagements
26K
Link clicks
80%
Impression rate