Iris Case Studies Samsung's Innovative IoT Marketing Strategy for Galaxy S21

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	Samsung's Innovative IoT Marketing Strategy for Galaxy S21 Iris

Samsung's Innovative IoT Marketing Strategy for Galaxy S21

Iris

Technology Category	Networks & Connectivity - 5G
Applicable Functions	Sales & Marketing
Use Cases	Time Sensitive Networking
Challenge	Samsung UK was faced with the challenge of raising awareness for its flagship phone, the Galaxy S21, amidst the easing of lockdown restrictions. The company needed to align its marketing strategy with the current mood of the audience, which was more inclined towards rediscovering familiar things they had missed during the lockdown rather than trying out new experiences. The challenge was to create a campaign that would not only increase the visibility of the Galaxy S21 but also resonate with the audience's current state of mind. Read More
About Customer	The customer in this case study is Samsung, a multinational conglomerate known for its wide range of electronic devices. In this particular scenario, the focus is on Samsung UK, which is tasked with promoting the company's flagship phone, the Galaxy S21. Samsung is known for its innovative approach to technology and marketing, always seeking to connect with its customers in meaningful and impactful ways. The company's target audience for the Galaxy S21 is broad, encompassing tech enthusiasts, professionals, and general consumers who value high-quality, feature-rich smartphones. Read More
Solution	Samsung UK, in collaboration with its integrated communications partners, devised a brand advertising strategy titled 'Again, but this time'. The campaign celebrated the magical moments of rediscovery through six different executions. The striking imagery, captured through the lens of a Galaxy S21, shared the excitement of life getting back to normal. The campaign was a high reach, high impact nationwide Out-Of-Home (OOH) and Digital Out-Of-Home (DOOH), involving large format takeovers. It was also launched across social media and Samsung UK owned channels such as eCRM and a customer engagement app. Read More Log in to view content
Contents

Technology Category

Networks & Connectivity - 5G

Applicable Functions

Sales & Marketing

Use Cases

Time Sensitive Networking

Challenge

Samsung UK was faced with the challenge of raising awareness for its flagship phone, the Galaxy S21, amidst the easing of lockdown restrictions. The company needed to align its marketing strategy with the current mood of the audience, which was more inclined towards rediscovering familiar things they had missed during the lockdown rather than trying out new experiences. The challenge was to create a campaign that would not only increase the visibility of the Galaxy S21 but also resonate with the audience's current state of mind.

About Customer

The customer in this case study is Samsung, a multinational conglomerate known for its wide range of electronic devices. In this particular scenario, the focus is on Samsung UK, which is tasked with promoting the company's flagship phone, the Galaxy S21. Samsung is known for its innovative approach to technology and marketing, always seeking to connect with its customers in meaningful and impactful ways. The company's target audience for the Galaxy S21 is broad, encompassing tech enthusiasts, professionals, and general consumers who value high-quality, feature-rich smartphones.

Solution

Samsung UK, in collaboration with its integrated communications partners, devised a brand advertising strategy titled 'Again, but this time'. The campaign celebrated the magical moments of rediscovery through six different executions. The striking imagery, captured through the lens of a Galaxy S21, shared the excitement of life getting back to normal. The campaign was a high reach, high impact nationwide Out-Of-Home (OOH) and Digital Out-Of-Home (DOOH), involving large format takeovers. It was also launched across social media and Samsung UK owned channels such as eCRM and a customer engagement app.

Impact #1	The 'Again, but this time' campaign was successful in aligning the Galaxy S21 with the current mood of the audience, effectively capturing the excitement of life returning to normal. The campaign not only increased the visibility of the Galaxy S21 but also showcased its benefits and features in a compelling manner. The high reach and impact of the campaign across various channels, including OOH, DOOH, social media, and Samsung UK owned channels, resulted in a significant increase in brand consideration and desirability for Samsung's 5G technology. Furthermore, the campaign created a 'Halo Effect' across all Samsung smartphones, enhancing the overall brand image.

Impact #1

The 'Again, but this time' campaign was successful in aligning the Galaxy S21 with the current mood of the audience, effectively capturing the excitement of life returning to normal. The campaign not only increased the visibility of the Galaxy S21 but also showcased its benefits and features in a compelling manner. The high reach and impact of the campaign across various channels, including OOH, DOOH, social media, and Samsung UK owned channels, resulted in a significant increase in brand consideration and desirability for Samsung's 5G technology. Furthermore, the campaign created a 'Halo Effect' across all Samsung smartphones, enhancing the overall brand image.

Benefit #1	8% increase in Brand Effects uplift compared to the previous year
Benefit #2	67% consideration for Samsung among those exposed to the campaign, compared to 39% for those who weren't
Benefit #3	Increased desirability for 5G among those who were exposed to the campaign

Benefit #1

8% increase in Brand Effects uplift compared to the previous year

Benefit #2

67% consideration for Samsung among those exposed to the campaign, compared to 39% for those who weren't

Benefit #3

Increased desirability for 5G among those who were exposed to the campaign

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Overview

Samsung's Innovative IoT Marketing Strategy for Galaxy S21

Operational Impact

Quantitative Benefit