Case Studies

Putting a Chinese Technology Giant on the Map in the U.S.

In October 2016, Xiaomi announced its entrance into the U.S. consumer electronics market with the launch of the 4K Mi Box streaming media player. Xiaomi turned to Headstand to introduce the company to U.S. media and consumers through a targeted media relations strategy which included a media tour and product demonstrations in New York City, San Francisco and Los Angeles.

The team booked a total of 16 meetings with top-tier print publications including Fast Company, CNNMoney, Bloomberg, CNET, TIME, Associated Press, Mashable and The Verge. Coverage from the tour also included broadcast segments featuring Xiaomi’s Hugo Barra on CNN International's “Quest Means Business” and Bloomberg West.

Since that initial launch, Headstand has supported more than 40 product launches in the U.S. and abroad, coordinated product reviews programs, FAM trips to China, media events in the U.S. and more, resulting in hundreds of articles and many millions of impressions, including in publications such as Engadget, TechCrunch, and Forbes. The team’s ongoing efforts also keep Xiaomi top of mind in the U.S. market. Xiaomi’s was included in Fast Company’s World’s Most Innovative Companies for 2017 issue, with the company named as one of the Top 10 Most Innovative Companies in two categories: China and Consumer Electronics.