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

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.

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.

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!