Client
Xiaomi Technology Netherlands B.V.
Duration
6 month
Markets
Netherlands, France, Germany, United Kingdom
Role
Project Lead Marketing & Digital Activation
Bewezen Impact bij Xiaomi
Alle resultaten zijn afkomstig uit geverifieerde bronnen, waaronder onze interne data-analyse en rapporten van Xiaomi.
Online traffic
+85% increase in online traffic in the first month post-launch
Visitors
during opening weekend – surpassing foot traffic benchmarks
Unique reach
from influencer campaigns within just four weeks
Product launch
smartphones, smart living, wearables, and accessories
Details of the event
Position Xiaomi as a top-of-mind tech and lifestyle brand in the Netherlands
Details of the event
Launch a flagship physical store (MI Store) on the iconic Lijnbaan in Rotterdam Coordinate the full technical and commercial launch of the international Xiaomi webshop
Details of the event
Activate awareness and conversions across four key EU markets
Details of the event
Showcase the breadth of Xiaomi’s product universe—from smartphones to smart home
A Bold Vision: Xiaomi's multichannel marketing european expansion
SOTAB took the lead as project partner and multichannel marketing orchestrator—guiding the rollout from the ground up.
Team Setup & Day-to-Day Leadership
Recruited and onboarded specialized web developers and e-commerce experts to build the international webshop
Composed and managed marketing teams to handle daily execution across content, performance marketing, and brand strategy
Centralized project communication and timelines across stakeholders, ensuring agile alignment across markets
MI Store Opening – Rotterdam
Designed and executed a full-funnel marketing campaign around the MI Store launch
Activated local excitement through influencer marketing, media coordination, and neighborhood partnerships
Store opening drew an estimated 3,500+ visitors in the first weekend, creating instant buzz and foot traffic
International Google Ads Campaigns
Launched and optimized campaigns for Netherlands, France, Germany, and the UK
Localized messaging and targeting to reflect regional preferences
Campaigns focused on conversions, reach, and smart segmentation by product category and audience intent
Product & Brand Activation
Rolled out targeted campaigns for Xiaomi’s key smartphone lines: MI, Redmi, and Poco
Simultaneously promoted a wide range of lifestyle and smart home products—from air purifiers and e-scooters to wearables and earbuds
Influencer Marketing & Community Building
Curated and guided influencer collaborations across all active markets
Supported community managers in building local fanbases and growing Xiaomi’s presence through organic engagemen
Webshop Launch Execution
Coordinated every stage of the webshop launch—from technical deployment to promotional rollout
Ensured product listings, UX, customer flows, and fulfillment systems were aligned across regions
Our Approach: Agile Leadership Across Channels
From the start, this project called for a blend of strategic oversight and operational excellence. With a 360° view, our team coordinated all facets of the multichannel marketing launch—digital, physical, and everything in between.
A hands-on leadership model with clear accountability
Strategic market localization across content, platforms, and partners
Fast, collaborative team building to match the project's ambitions
The ability to switch between high-level thinking and detailed execution—daily
What Made the Difference
This wasn’t just a campaign—it was a brand ecosystem activation. The success of Xiaomi’s multichannel launch came down to:
