Xiaomi’s Winning Strategy: Boosting Brand Awareness With Consistent Presence On Disney+ Hotstar
In a cluttered smartphone market where competition is fierce, brands are continuously seeking innovative strategies to break through and capture the attention of their desired audience, ensuring maximum visibility and engagement.
Xiaomi, known for its cutting-edge smartphones, launched a campaign to enhance brand awareness and promote its new launch—the 14 CIVI smartphone. The brand effectively utilized Disney+ Hotstar’s CTV and mobile offerings during the ICC Men’s T20 World Cup and Wimbledon 2024 to connect with a premium, affluent audience.
Objective:
Xiaomi’s primary objective was to elevate brand awareness and drive purchase intent for its 14 CIVI smartphone by positioning it as a premium product. Highlighting its advanced features—such as the Leica Professional Camera for a cinematic experience—the campaign targeted digital-first consumers who prioritize innovation and superior quality.
Approach:
To connect with its target audience, Xiaomi launched a strategic marketing campaign across two flagship entertainment properties on Disney+ Hotstar, tapping into massive viewership and a premium, affluent demographic.
1) ICC Men’s Cricket T20 World Cup 2024:
- Xiaomi launched a series of 10 and 15-second video creatives on Connected TV (CTV), strategically timed during key matches to maximize visibility.
- In addition to video ads, the brand utilized branded cards and L-bands on mobile, seamlessly integrating its promotional content into the viewing experience.
2) Wimbledon 2024:
- Building on the momentum from the ICC Men’s Cricket T20 World Cup, Xiaomi secured a sponsorship for Wimbledon 2024, further solidifying its commitment to reaching a premium audience.
- The campaign included a mix of pre-roll and mid-roll ads: two 15-second and one 30-second video creative, paired with engaging L-bands and co-branded vignettes to capture viewers’ attention.
Impact:
The results of Xiaomi’s campaign across both tournaments on Disney+ Hotstar were impressive. By leveraging high-impact sporting events with substantial viewership, the brand successfully enhanced its visibility and resonated with its key demographic. Metrics indicated a significant increase in brand awareness and purchase intent among viewers, effectively positioning the 14 CIVI smartphone as a desirable premium offering. Further, the brand was able to gain incremental reach with a consistent presence on the platform.
Brand Speak:
