Case Study: Xiaohongshu boosts World Cup engagement with VIOOH programmatic DOOH

Xiaohongshu targets 2026 World Cup fans with VIOOH in a pre-1/8 finals pDOOH campaign

Xiaohongshu, a social media and lifestyle platform, faced the challenge of shifting its brand perception from a female-centric community to attract a broader, male-dominated sports audience as an official broadcaster for the 2026 World Cup. The objective was to convert its broadcast slogan into tangible viewership and engagement. To address this, the platform partnered with VIOOH and SAMDecaux.

VIOOH implemented a hybrid programmatic digital out-of-home (pDOOH) solution, beginning with traditional airport buys before integrating dynamic targeting. This enabled smart activations such as automatically displaying English-language creatives at boarding gates for flights to specific countries, which heightened contextual relevance. The strategy maximized ROI by effectively capturing international passengers' attention and successfully positioning Xiaohongshu as a national sports platform.

Xiaohongshu