Mi 10T Tour of Lake Baikal with Opinion Leaders

17–20 February 2021

In 2021, Xiaomi partners with WWF, supporting among other projects grant contest for Russian wildlife sanctuaries and national parks. Together with the brand team we carried out an eco tour of Lake Baikal for opinion leaders – to capture its beauty in wintertime and test the amazing capabilities of the new Mi 10T smartphone.

Idea

Lake Baikal proudly remains one of the planet’s cleanest lakes, though environmentalists are increasingly alarmed, issuing warnings about the need to preserve it, along with many other Russian nature conservation areas and national parks. Around 2 million tourists visit the lake every year, admiring its splendor and beauty, but very few are environmentally conscious.

The blogger tour became an opportunity to draw the attention of the young audience to the ecological risks and motivate them to donate to WWF that makes a lot of efforts to help the local community conserve the natural resources and transform policies toward sustainability.

Implementation

The itinerary was developed together with Alexander Zheleznyak who, as the longtime editor-in-chief of National Geographic Traveler, knows absolutely everything about globetrotting and the most beautiful destinations on earth.

Our invitees took part in a shamanic ritual, watched the sunset on Ogoi island, climbed Mount Shamanka, enjoyed a picnic right on the lake’s ice and a 4x4 off-road adventure, as well as Khivus boats and skating.

The bloggers shared numerous posts and Stories to inspire the audience donate to WWF and help protect the nature of Baikal.

Results

AVERAGE ERR

ENGAGEMENT RATE BY REACH

92,48%

OTS

OPPORTUNITY TO SEE

10 009 700

CPV

COST PER VIEW

0,24 RUB