Recently, Xiaomi Civi 3 with Strawberry Bear launched a Disney 100th Anniversary Limited Edition phone. After its launch, its unique and attractive design style has become the focus of heated discussions among consumers. How did this collaboration work and what impact did it have?Let's take a look
1. Joint objects.
a) Millet. Xiaomi is a well-known technology company that focuses on smartphones, smart homes, smart hardware, and more. Xiaomi phones are known for their high quality, cost-effectiveness, and high performance. Xiaomi has previously cooperated with many IPs, such as Harry Potter, hellokitty, Disney Mickey, etc., and launched many distinctive customized mobile phones or related accessories, these co-branded products provide consumers with more choices and help Xiaomi expand its brand influence.
b) Strawberry bear.
Strawberry Bear (Lotso) is a villain in Toy Story 3, a collaboration between The Walt Disney Company and Pixar Animation Studios in 2010. The image of the strawberry bear is unique, with a cute appearance and a sweet strawberry taste, but it hides an uninhibited heart. Although he is a villain in the play, his soulful story has attracted the attention of countless fans and has become one of the much-loved IP images with high commercial value.
2. Co-branding strategy.
1) In-depth customization of products.
Xiaomi's co-branded phone with Strawberry Bear has been deeply customized in design. From the appearance to the system interface, it is full of elements of strawberry bears. The back cover on the back of the phone has been treated with a new process, printed with a strawberry bear pattern, as well as custom UI and animations, as well as a variety of plush wallpapers.
2) A full set of peripheral accessories.
In addition to the phone itself, Xiaomi has also prepared a rich set of peripheral gift boxes, including strawberry-flavored bear head holders, magnetic phone cases, fashionable pom-pom chains, etc. These peripheral products also use the elements of strawberry bears, deeply integrating the fluffy and cute characteristics of strawberry bears, which further enhances the uniqueness and attractiveness of the products.
3) Theme store promotion.
In order to better promote this co-branded mobile phone, Xiaomi has created a huge strawberry bear image in Xiaomi Home for fans to check in and take pictures on the spot, which greatly enhances the popularity and topicality of the product.
4) Social interaction.
Xiaomi has released a series of interactive activities related to strawberry bears through the social platform, and fans can get customized strawberry bear stickers, luggage tags and other gifts by completing tasks. This low-barrier interaction method effectively increased fan engagement and the popularity of the event.
3. Joint effect.
1) Good sales performance.
The limited sale of co-branded mobile phones has attracted the attention of many consumers. Many fans have said that this is the only mobile phone on the market that is co-branded with Strawberry Bear, and its unique design and emotional resonance make them irresistible, and they place orders with passion to help the sales of the product grow.
2) Users speak highly of it.
Many users spoke highly of the collaboration. They believe that this is the most in-depth customization in the history of Xiaomi mobile phones, and the brand is full of sincerity. Therefore, this collaboration has sparked their emotional resonance, organically combining technology with fan preferences, and narrowing the distance between fans and technology products and brands.
3) Brand image enhancement.
Through this joint campaign, Xiaomi has further enhanced its brand image. It shows that Xiaomi not only cares about the quality and performance of its products, but also focuses on the emotional connection with consumers. This emotional marketing strategy strengthens consumers' sense of identity and loyalty to the brand.
With the diversification of consumer needs, brands need to pay attention to the personalized characteristics of products to meet the preferences of different consumers. Co-branding with well-known IPs is an effective strategy to engage your target audience with unique custom designs and emotional resonance. Xiaomi's co-branded partnership with Strawberry Bear is a success story that brings visible market influence and commercial value to the brand. Through the use of multiple strategies such as deep customization and social interaction, this co-branded campaign successfully attracted consumers' attention and stimulated their desire to buy. At the same time, this case also provides inspiration and reference for other brands, demonstrating the great potential of co-branding cooperation to meet the personalized needs and emotional resonance of consumers.
It is expected that in the future, we can see more in-depth co-branding cooperation between brands to bring more colorful products and experiences to users