Xiaomi’s Lens AR Experience Drove a 14 Point Lift in Action Intent in Saudi Arabia


Snapchatters reached in Saudi Arabia


average playtime 

+14 pts

lift in action intent among 21 to 25 year olds in Saudi Arabia

+4 pts

lift in overall action intent

The Story

Xiaomi is one of the world’s leading consumer electronics and smart manufacturing companies with smartphones and smart hardware connected by an IoT platform at its core. It has presence in more than 100 countries and regions around the world. To drive product awareness in Saudi Arabia about Xiaomi 11T Pro, their new flagship device, Xiaomi partnered with Snapchat to create Xiaomi’s AR Lens campaign.

The Solution

Xiaomi worked with Snapchat and Sino Interactive, a digital marketing agency, to develop a multi-format marketing strategy. To enhance marketing performance, Xiaomi chose a combination of Snap Ads as well as a National Lens. And to drive ad engagement, the team created a Lens under a themed campaign “Travel with Xiaomi”. This Lens offered an opportunity to Snapchatters to experience traveling, hiking or flying through during the pandemic without having to physically travel.

The Result

Xiaomi’s  AR  Lens campaign reached  more  than  2.62  million  Snapchatters  in  Saudi Arabia and generated 12.3 million impressions1. Users spent an average of 9.32 seconds of playtime with the immersive experience2. Overall, the campaign drove a 4 points lift in action intent and a 14 points lift among 21 to 25 year-olds2. And according to Snapchat’s Brand Lift Study, 148,000 Snapchatters in Saudi Arabia said “they would be likely to consider Xiaomi the next time they shop for a new smartphone.”  Using Snap’s creative AR technology, Xiaomi’s AR Lens campaign won the 19th annual 2022 Kotler New Marketing Award for the category Best Digital Marketing Case Study!

“We are thrilled to partner with Snapchat in Saudi Arabia to offer a fun and interactive way to showcase our new Xiaomi 11T Pro smartphone. Snapchat’s AR Lens created an immersive experience for both users and brands. As a result of the high performance on brand lift and user engagement, we’ve established an ongoing marketing strategy with Snapchat and look forward to future collaborations.”
- Cindy Chang, Head of Marketing, Middle East Region, Xiaomi

1 Snap Inc. internal data Sept. 28–Oct. 11, 2021.
2 Snap Inc. brand lift survey of 851 Snapchat users, Sept. 28–Oct. 11, 2021. Control n=432, Exposed n=419.