Xiaomi 14T Series: Scaling Success Through Nano-Influencer Marketing

The Client

Sony is a global leader in consumer electronics, known for premium audio products that combine innovation with quality. Their market position is characterised by:

• Premium audio technology
• Lifestyle-focused products
• Performance-driven design
• Innovation leadership
• Quality craftsmanship

The Challenges

Sony faced several key objectives for their ULT Series launch:

Market Dynamics

• Competitive audio market
• Need for lifestyle integration
• Growing active lifestyle segment
• Premium positioning requirements

Business Objectives

• Showcase product versatility
• Demonstrate real-world usage
• Build brand relevance
• Connect with active communities
• Drive premium positioning

Our Approach

We developed a lifestyle-focused influencer campaign that:

• Integrated authentic usage scenarios
• Leveraged community leaders
• Created dynamic content
• Built credibility through action

Campaign Elements

Influencer Selection

• 6 Total KOLs including:
  • 2 Mega influencers
  • Dance community leaders
  • Sports influencers
• Strategic community mix
• Authentic voice selection

Content Strategy

• Training session showcases
• Dance choreography integration
• Outdoor sports activities
• Behind-the-scenes moments
• Lifestyle integration stories

Implementation Strategy

Product Focus

ULT Wear Headphones:

• Training performance
• Movement compatibility
• Sound quality demonstration
• Durability showcase

ULT Field1 Speaker:

• Outdoor versatility
• Group activity integration
• Sound projection
• Portability features

Content Development

• Active lifestyle integration
• Performance demonstrations
• Technical feature highlights
• Community engagement
• Authentic usage scenarios

Results

Engagement Metrics

• 67,821 unique viewers
• 160,507 total views
• 4.65% view engagement rate
• 420,817 combined following

Key Success Factors

• Authentic lifestyle integration
• Community-focused approach
• Dynamic content creation
• Premium positioning
• Cross-category appeal

Impact

The campaign successfully:

• Established lifestyle relevance
• Generated authentic advocacy
• Built community credibility
• Demonstrated product versatility
• Enhanced brand positioning

This targeted approach proved the effectiveness of authentic lifestyle integration in premium audio product marketing.