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Xiaomi picks LINGO for social media and video production for POCO brand

Xiaomi picks LINGO for social media and video production for POCO brand

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Xiaomi has appointed LINGO Marketing Agency (service brand under One Media Group) with a one-year social media and video marketing contract for its independent brand – POCO. The agency will provide services for their social media pages to enhance the brand awareness and customers engagement globally.   POCO is now available in more than 35 global markets, and for fast-growing business such as POCO, it requires a service firm that is able to integrate cultural differences for brand adaptation.

As such, LINGO will provide strategic social media approach with a localised tone of voice along with strong visual to communicate with its international customers.  POCO was launched as a Xiaomi brand back in 2018, its first smartphone – the POCO F1 had driven the popularity among the market, which offered top of the line specifications at an affordable price. 

Alvin Tse, head of POCO global once stated that with POCO the brand did not need to follow any of Xiaomi’s or Redmi’s legacy. The name POCO was chosen because it is “easy to pronounce, easy to spell, easy to remember, for all countries, for across the world,” an important factor for an upcoming brand, especially considering that many mispronounce Xiaomi (pronounced as Shao-mi).  It was then separated into an independent brand by the Chinese electronics giant in 2020, before it launching the  second smartphone. In March 2021, POCO, as an independent brand, hosted an online global launch event for the highlighted series - POCO F3 and POCO X3 Pro. 

Recently, Xiaomi Hong Kong also handed Flare Communications Group a one year communications contract. The agency will provide strategic counsel, PR, social and influencer integrated services to amplify brand awareness, optimise visible presence among local and regional communities to build relatable and engaging content.

Building on Xiaomi’s reputation in technology and smart gadgets, Flare will continue to reinforce Xiaomi’s leadership role in the industry, as well as to enrich its lifestyle image in all round aspects.  Flare’s service will be effective on 15 July 2021 onwards. Xiaomi is an internet company with smartphones and smart hardware connected by an Internet of Things (IoT) platform at its core. With an equal emphasis on innovation and quality, Xiaomi pursues high-quality user experience and operational efficiency.

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