Infinix – Creating Brand Awareness for New Gadget Launches with Paytm Ads

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Media Brief & Opportunity

Our smartphones have changed the way we function, think about it! We use our phones, every day for surfing through social media, streaming entertainment, capturing memories, staying up to date on affairs, staying in touch with loved ones, and much more – all with just one device. If we push rewind to a few decades ago, we couldn’t have imagined that a device would hold this much importance in our daily lives. Technology really has become our better half!

Infinix mobile, a smartphone company founded in 2013 with its base in Hongkong, wanted to create a buzz around their product launches. The collaborative campaign aimed at targeting audiences under the economical band in tier II and tier III cities. 

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Objective

The campaign aimed at targeting college-going students in tier II and tier III cities. The targeting also accounted for the fact that Infinix aimed to target the budget-sensitive audience. The business’ marketing objective was to create high-decibel awareness for their Smart TV and Handset launches like Hot 10, Zero 8i, Note7 and Smart TV.

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Strategy & Execution

Paytm’s strong presence, especially across the youth segments in tier II and tier III cities made it a strong addition to Infinix’s media mix. With week-long campaigns being run monthly on Paytm’s high-value properties, the campaign delivered exceptional CTRs on back to back campaigns. Paytm Ads’ team was in constant touch with the agency, Nexolt, to optimize the campaign on a daily basis. 

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The campaign drove quality users to an external landing page for each product by targeting the following custom cohorts:

  • Users who have paid for:
    • College/Exam fees 
    • Prepaid Mobile Recharges
    • Bus/Train Tickets 
  • Users who have used cashbacks/Promo codes/Deals/Vouchers at Paytm Mall 
  • Users who have paid via offline modes at retail outlets, convenience stores, etc. 

With the sharp targeting and delivery of exceptional campaign results, the collaboration has continued between Infinix and Paytm Ads every month, for the past 4 months.

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