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Clinique reaches two million new high-intent online shoppers in India with their game-changing OTT video ad strategy

81%
View-through rate (VTR)
7M
Impressions delivered to two million high-end, high-intent shoppers

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In-store sales will always be a core component of Clinique’s growth strategy, as store consultants are a vital part of the shopper journey. However, Clinique has never been afraid to explore new online marketing opportunities.

Clinique leveraged over-the-top (OTT) video advertising, a particularly effective strategy in India, which is one of the fastest growing video streaming markets worldwide.

Be seen where high-intent consumers are today

Clinique partnered with Criteo to leverage OTT video advertisements, running exclusively on OTT app inventory, to drive awareness for their new Moisture SurgeTM 100H Auto-Replenishing Hydrator. The campaign took place on highly popular and wide-reaching Indian video streaming platforms, such as MX Player, Zee5, Voot, and SonyLiv.

Criteo helped Clinique identify and build an audience of shoppers who had browsed for premium cosmetic products in the past 90 days. This enabled the beauty giant to identify high-intent consumers who had shown interest in-market for their product category and competing brands.

Criteo successfully matched these relevant shoppers across the four leading Indian OTT platforms with unified reach and frequency, using a 20-second video ad followed by a six-second version to non-clickers to build consideration.

Generating OTT advertising success

The campaign successfully delivered nearly seven million impressions to over two million high-end and active cosmetic shoppers, achieving an engaging 81% view-through rate (VTR).

Priyanka Shah, Head of Planning & Buying at Isobar, noted, “What stood out for us is Criteo’s shopper graph data which enabled us to effectively reach shoppers with both the power to purchase and intent to buy their beauty products. Criteo’s access to top OTT inventory in India also helped us easily scale and manage the campaign.”

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