Xiaomi ยท UGC growth
Using a photography competition to unlock global reach.
A creator and user-generated photography campaign using participation to showcase smartphone camera capability.
Client brandXiaomi
FocusMobile photography campaign, creator recruitment, cross-region social marketing
RoleParticipant recruitment, creator outreach, submission coordination, content planning
Case
Turn product trial into a social participation mechanic.
The competition invited photography enthusiasts, creators, and everyday mobile users to capture creative images, using UGC to make Xiaomi's camera-led positioning visible beyond existing users.
At TONG Digital, I managed relevant creative community discovery, creator outreach, submission coordination, and campaign content planning.
70+Participants recruited across similar photography competition work.
600+Photo submissions generated through the format.
500K+TikTok views reached by campaign content.