Portable Entertainment

The New Era of Portable Entertainment,
Smart Projectors

Executive Summary

X-Kimi was incorporated in 2014, a pioneer leader of Singapore’s projector market. Under X-Kimi, they have built 3 projector brands, namely Innovative Projectors, Beamer and Aerglo. Innovative Projectors Singapore has been at the forefront of developing palm-sized, smart PC projectors that are portable, IOT enabled, and high-quality image projectors to their valued customers. Their vision is to convert users from viewing entertainment through traditional ways such as television screens and PC monitors to convenient screening and mirroring from their projectors to the wall or pull-out portable screens. X-Kimi currently owns 3 outlets at Sim Lim Square and Bugis Junction. After operating their first outlet for about 3 years, they have also started a partnership with the National Trade Union Congress (NTUC) to have their products sold at 5 FairPrice Xtra branches, at AMK Hub, Hyper Changi, Hyper VivoCity, Jurong Point, and JEM.

Customer Segmentation

The target audience of X-Kimi is Gen Zs, Millennials, and Early tech adopters Gen Xs. Their products attract mainly on-the-go tech-savvy executives and young families who will use such smart PC projectors to stream online videos, play games and use IOT connection via smartphones for work presentations. Sales are mostly B2C.

Challenges

X-Kimi is competing with many other projector sellers, especially China online sellers, and fake marketing to upsell poor quality and cheap projectors to potential consumers. When Covid-19 struck, there was a drop in footfall to their retail shops. Social media marketing became an important tool for them to survive during the pandemic.

The Solution

Employing social media marketing strategies across the current social media platforms they are using (Facebook and Instagram) to attract awareness and engagement with both their retail outlets and e-Commerce websites.

The Result

Despite only spending $600 on each campaign, X-Kimi easily reached high turnovers from both campaigns.

Within 11 days of the first campaign Four Media ran for them, the 9 ads that were released, reached 39.2k Facebook and Instagram users. It also attracted 4 Facebook and Instagram enquiries from interested buyers. The campaign converted 2 add-to-cart orders amounting to $399 worth of e-Commerce sales and 24 in-store purchases at its retail outlets. The total sales revenue acquired during this campaign is $21.2k.

Within the last 2 weeks of December 2020 when their second campaign ran, their 12 ads reached 90.6k Facebook and Instagram users. The campaign converted 2 add-to-cart orders amounting to $498 worth of e-Commerce sales and 13 in-store purchases at its retail outlets. The total sales revenue acquired during this campaign is $18.8k.

WHAT DID FOUR MEDIA DELIVER?

Content Creation (Ad Copy | Design Templates)
Graphic Design
2 x Online Campaigns
6-month Campaign & Content Calendar
Standard Operating Procedure
Search Engine Optimization
DMP Training (Content Marketing | Social Media Marketing | Email Marketing | Digital Marketing | Create Audience Targeting | Google Ads, Google Display Network & Merchant Center)