Xiaomi chooses PR agency HPB

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Amsterdam - Xiaomi has chosen HPB (Het PR Bureau) as the collaboration partner for all its PR activities in the Netherlands and Flanders. The international electronics company, also the largest smartphone manufacturer in the world, wants to strengthen brand awareness and expand brand preference. Xiaomi is working hard at becoming a premium brand. The company has three main PR goals: attention for product quality, expanding the active fanbase community and profiling itself as a lifestyle brand.

“We want to be the coolest brand in Europe”

Premium smartphones

Xiaomi’s mission is to make high quality technology accessible to everyone. The company makes smartphones in every category, from entry-level to premium.

Erwin van der Valk, Head of Marketing at Xiaomi, on the partnership with HPB: “Xiaomi is taking the world by storm as a premium brand. We are growing at an enormous rate internationally and are setting the pace for premium tech. We are eager to show more of ourselves. HPB sees that this is an important need for us. They have a strong network in tech and lifestyle and understand how we want to expand our premium position. Our partnership synergizes with our ambition to become the biggest, most beautiful and most importantly coolest brand in Europe.”

The vibrant heart of the community

The heart and driving force behind the success of Xiaomi is its community. The brand has both an international platform and a forum for its fans,which are used to regularly share co-creation initiatives and even to collect product feedback.

Jacqueline Bosselaar, founder and CEO HPB: “Xiaomi is an incredible company with a huge legacy when it comes to design and innovation for an accessible price. But the real hidden gem is the community. It is incredibly cool to see how the brand is embraced by the people it’s really all about: xiaomi’s users. That’s why fans will play such an important role in the stories we will be telling. We will offer them a platform through storytelling and local activations, to continue and develop Xiaomi’s momentum. The Netherlands and Flanders have a lot to look forward to.”

Xiaomi news
Date 03 January 2022

”We work together with a dedicated team at Het PR Bureau. A great mix of creativity and PR expertise. In close collaboration with their network in media, influencers and behind the stage, they make plans happen.”

Esther ter Braak - Brand Manager

“For a startup brand like ours, it was extremely important to see frequent media coverage. Het PR Bureau has laid the foundation for our growth from Amsterdam to 6 other cities in the Netherlands. Despite our relatively modest budgets, we were able to achieve enormous coverage together. I look back on a number of activations with great pleasure.”

Vincent Hosman - Country Manager Nederland

"Netflix was ​​looking for the best suitable communication partner in every country. This could also be a 'local hero', as long as they are big enough. For the introduction of Netflix in the Netherlands and Belgium, we have partnered up with Het PR Bureau. The desired Service Level Agreement was new to Het PR Bureau, but they adapted very quickly and it soon surfaced. Within the international framework, they surprised us with their proactivity and creative ideas."

Joris Evers - Vice President Netflix, Head of Communications Europe, Middle East & Africa

”The uniqueness of Het PR Bureau is that the people are able to both think on a strategic level and at the same time roll up their sleeves to set up an event or activation. A high-quality one-stop-shop in the field of PR, that is what we were looking for and what we ultimately found in Het PR Bureau.”

Wieteke van Hunnik - PR & Communications manager

“In de zoektocht naar een bureau dat ons merk in de Benelux kon introduceren, kwamen we na een intensieve oriëntatie bij Het PR Bureau uit. Hun netwerk, ondernemerszin en drive gaven de doorslag. We waren onder de indruk van hun professionaliteit. De strategie van het bureau is dat ze VAPs (Very Adorable People) op cruciale posities aan het werk zetten. Intussen hebben we, sinds de start in 2011, ruim zeven jaar samengewerkt. Ik kan gerust stellen dat Het PR Bureau een belangrijke rol heeft gespeeld in het groot maken van Spotify in de Benelux. "

Alison Bonny - Communicatie Directeur EMEA, Spotify
Zilveren Kruis

“Het PR Bureau is a smart, professional group of people with nice perspectives where I felt at home immediately. Especially in a very difficult market such as the insurance industry, in which many interests play a role and which has many limitations, they did very well. I regard Het PR Bureau as a premium agency. With such a partner you can be assured that your campaign will be executed impeccably.”

Walter de Reus - Brand Manager