Iris Case Studies Samsung's IoT Strategy for GenZ Financial Health

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	Samsung's IoT Strategy for GenZ Financial Health Iris

Samsung's IoT Strategy for GenZ Financial Health

Iris

Applicable Industries	Finance & Insurance Telecommunications
Applicable Functions	Product Research & Development
Use Cases	Leasing Finance Automation Visual Quality Detection
Challenge	At the beginning of 2022, Samsung faced a challenge in bringing visual and tonal consistency to all its brand work across the UK, specifically targeting an urban, GenZ audience. The company wanted to develop a fresh, authentic visual identity that could work across all channels. Additionally, Samsung aimed to establish a partnership that resonated with this urban, GenZ audience. The company discovered that this audience's primary motivator and personal interest was financial security and managing finances, but there was a significant knowledge gap. Samsung wanted to break down the barriers to managing personal finance for this audience, showcasing how its technology and products could facilitate better financial health and planning. Read More
About Customer	The customer in this case study is Samsung, a multinational conglomerate known for its wide range of electronic devices and technology products. The company is headquartered in South Korea and is one of the world's largest producers of electronic devices. Samsung specializes in the production of a wide variety of consumer and industry electronics, including appliances, digital media devices, semiconductors, memory chips, and integrated systems. In this project, Samsung's target audience was the urban, GenZ demographic in the UK, with a focus on promoting financial health and planning. Read More
Solution	Samsung, based on design research into what appeals to the GenZ audience and considering the brand’s distinctive assets, developed a fresh, authentic visual identity. The company delivered a toolkit and templates for static and motion assets that could be picked up and applied by any partner agency. To connect with the GenZ audience, Samsung focused on showcasing how its technology and products can facilitate better financial health and planning. The company focused on the mobile phone category, enabling the audience to access their finances on the go. Samsung partnered with Curve, eToro, and Fiverr to help the audience manage their personal finance goals, on their terms. This strategy aimed to bridge the knowledge gap and promote financial security among the GenZ audience. Read More Log in to view content
Contents

Applicable Industries

Finance & Insurance

Telecommunications

Applicable Functions

Product Research & Development

Use Cases

Leasing Finance Automation

Visual Quality Detection

Challenge

At the beginning of 2022, Samsung faced a challenge in bringing visual and tonal consistency to all its brand work across the UK, specifically targeting an urban, GenZ audience. The company wanted to develop a fresh, authentic visual identity that could work across all channels. Additionally, Samsung aimed to establish a partnership that resonated with this urban, GenZ audience. The company discovered that this audience's primary motivator and personal interest was financial security and managing finances, but there was a significant knowledge gap. Samsung wanted to break down the barriers to managing personal finance for this audience, showcasing how its technology and products could facilitate better financial health and planning.

About Customer

The customer in this case study is Samsung, a multinational conglomerate known for its wide range of electronic devices and technology products. The company is headquartered in South Korea and is one of the world's largest producers of electronic devices. Samsung specializes in the production of a wide variety of consumer and industry electronics, including appliances, digital media devices, semiconductors, memory chips, and integrated systems. In this project, Samsung's target audience was the urban, GenZ demographic in the UK, with a focus on promoting financial health and planning.

Solution

Samsung, based on design research into what appeals to the GenZ audience and considering the brand’s distinctive assets, developed a fresh, authentic visual identity. The company delivered a toolkit and templates for static and motion assets that could be picked up and applied by any partner agency. To connect with the GenZ audience, Samsung focused on showcasing how its technology and products can facilitate better financial health and planning. The company focused on the mobile phone category, enabling the audience to access their finances on the go. Samsung partnered with Curve, eToro, and Fiverr to help the audience manage their personal finance goals, on their terms. This strategy aimed to bridge the knowledge gap and promote financial security among the GenZ audience.

Impact #1	Samsung's strategy resulted in a significant increase in brand consistency across all channels, effectively reaching the targeted GenZ audience. The partnership with Curve, eToro, and Fiverr not only helped in breaking down the barriers to managing personal finance for the GenZ audience but also showcased how Samsung's technology and products can facilitate better financial health and planning. The strategy led to a substantial increase in traffic to Samsung's website from the Members app, indicating a high level of engagement and interest from the target audience. The project also resulted in the creation of a large volume of content and partnership episodes, further expanding Samsung's reach and influence among the GenZ demographic.

Impact #1

Samsung's strategy resulted in a significant increase in brand consistency across all channels, effectively reaching the targeted GenZ audience. The partnership with Curve, eToro, and Fiverr not only helped in breaking down the barriers to managing personal finance for the GenZ audience but also showcased how Samsung's technology and products can facilitate better financial health and planning. The strategy led to a substantial increase in traffic to Samsung's website from the Members app, indicating a high level of engagement and interest from the target audience. The project also resulted in the creation of a large volume of content and partnership episodes, further expanding Samsung's reach and influence among the GenZ demographic.

Benefit #1	Delivered over 100 pieces of content as part of the toolkit
Benefit #2	Created 21 partnership episodes
Benefit #3	Generated 2.3 million impressions on partnership content

Benefit #1

Delivered over 100 pieces of content as part of the toolkit

Benefit #2

Created 21 partnership episodes

Benefit #3

Generated 2.3 million impressions on partnership content

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Overview

Samsung's IoT Strategy for GenZ Financial Health

Operational Impact

Quantitative Benefit