For the launch of the Xiaomi 17 Series, we wanted to give people a stronger reason to preorder beyond the usual product promos.

Since the phone was co-engineered with Leica, giving away a Leica Q3 felt like the perfect fit. It was not just a random prize. It directly connected to the product story and helped make the Leica partnership more exciting for customers.

As Head of Content for this campaign, I led the creative rollout for the Leica Q3 Grand Raffle, where customers who preordered or purchased the Xiaomi 17 Series had a chance to win a brand-new Leica camera worth over ₱400,000.

The direction was straightforward: use the giveaway to build hype around the preorder period. We made the Leica Q3 the main hook, supported by clean premium visuals, clear mechanics, and strong product messaging. The goal was to make people feel that buying the Xiaomi 17 Series was not just about getting a new phone, but also becoming part of a bigger Leica imaging experience.

The campaign included social media announcements, preorder communication assets, raffle mechanics, winner announcement materials, and launch content connected to the broader Xiaomi 17 Series campaign. This was supported by other executions such as the media launch, night photo installation, KOL photo sets, UGC videos, livestream content, and photography-led sustaining activities.

One of the biggest challenges was filtering and validating all the buyers. Since purchases came from both online and offline stores, the team had to carefully check entries and make sure every qualified buyer was properly counted before the raffle draw.

The campaign helped drive strong launch results. The Xiaomi 17 Series achieved a 111% increase in first-day sales compared to the previous generation. The Leica Q3 raffle post also performed strongly on social, reaching over 2.5 million views and more than 12,000 interactions.

In the end, the giveaway worked because it felt natural to the product. It gave customers a clear reason to act during the preorder period while strengthening the Xiaomi 17 Series’ position as a serious Leica-powered imaging flagship.