For the REDMI Note 15 Series, the goal was to make one message loud and clear: this is a tough phone built for real life.

That message became REDMI Titan Durability.

As Head of Content, my role was to help turn that product feature into a full campaign that people could easily understand, remember, and talk about. Instead of relying on specs alone, we built the campaign around proof. We wanted to show the phone being tested in different situations, from everyday accidents to bigger stunt-driven moments.

A key part of the campaign was renewing SB19 for the third year, this time as the official Philippine ambassadors. We leveraged their stardom and strong nationwide fanbase to make the launch feel bigger, more familiar, and more culturally relevant.

We also worked with 100+ KOLs, from micro to macro influencers, to spread the message across different audience groups. This included names like Gabbi Garcia, Mark Mugen, Eric Tai Eruption, Dogshow Divas, Brent Manalo, Charuth, Mauro Lumba, and more. The strategy was to win through volume, making sure REDMI Titan Durability was seen by different communities across the country.

My main project was producing a series of hero videos that could explain the phone’s toughness without over-explaining it. We produced 14 ad videos with Gabbi Garcia, Mark Mugen, and Dogshow Divas, each showing the REDMI Note 15 Series in a different durability scenario. The videos were made for social media, digital ads, and in-store displays, so they had to be short, clear, and visually strong.

The idea was simple: show the phone surviving real situations in a way people could understand instantly.

We also created stunt-driven videos to make the durability story even more memorable. One video showed the phone being dropped from a paraglider at over 200 feet. Another showed the phone being dragged behind a Xiaomi SU7 on concrete, proving that the device could still hold up even after an extreme test.

Beyond content, the campaign was supported by PR, social media, media buy, launch assets, and nationwide creator amplification. Each channel had a role. PR gave the campaign credibility. KOLs made it relatable. Social media made it shareable. Media buy helped us push the message further and keep the campaign visible throughout the launch period.

The results showed how powerful the full campaign became. The REDMI Note 15 Series reached 137% of its unit sales target. The post-launch report also recorded 642.7M media buy impressions, 39,688 social mentions, 1.64M social engagements, 1,065 PR pickups, and 57.3% share of voice for Xiaomi. The 14 ad videos also reached almost 10 million combined views across social platforms.

In the end, the campaign worked because every part of marketing was pushing the same message. From SB19 to creators, from PR to stunt videos, from digital ads to in-store screens, everything pointed back to one idea: REDMI Titan Durability.

By turning a product feature into something people could see, feel, and remember, we helped make the REDMI Note 15 Series one of the strongest-performing launches for the brand.