Xiaomi drives awareness across OTT platforms using Criteo and Flipkart Ads

The Challenge: Igniting awareness for the next generation of smartphone experiences

Xiaomi is one of the world’s leading consumer electronics companies that develops smartphones and smart hardware connected by an IoT platform. The company continuously pursues innovations, high-quality user experience, and operational efficiency.

To support the launch of Xiaomi’s new smartphone, the Redmi Note 12 5G, the company wanted to generate product awareness in India by leveraging an audience targeting campaign.

The Solution: Pairing audience segmentation with advanced bidding technology and video ads

• Consumers who planned to purchase mid-range budget smartphones
• Consumers who previously browsed or viewed smartphones priced between 13,000 INR and 30,000 INR on Flipkart’s platform

In addition to targeting tailored audiences, Xiaomi leveraged Criteo’s advanced bidding technology to achieve high video completion rates — thereby providing interested smartphone shoppers with comprehensive brand messaging and generating interest in the new product.

To further maximize awareness, Flipkart Ads and Criteo implemented a strategy that featured video ads across premium OTT channels, capitalizing on viewer engagement.

The Results: Achieving massive reach across the open internet

“The robust technology platforms of Criteo and Flipkart Ads, along with their extensive reach and comprehensive funnel measurement capabilities, aligned perfectly with our objectives, enabling us to engage our target audience effectively,” shared Sivakumar Ramamoorthy, Head of Digital Marketing at Xiaomi India.

As a result of the partnerships with Criteo and Flipkart Ads, Xiaomi observed that their campaign reached an impressive 23.7 million unique users across the open internet and achieved a video completion rate of 85%.