Iris
Case Studies
Samsung UK's Innovative IoT Campaign for Galaxy S21
Overview
Operational Impact
The 'Again, but this time' campaign was a resounding success for Samsung UK. It not only raised awareness for the Galaxy S21 but also increased consideration for all Samsung phones due to the halo effect. The campaign resonated with the audience's current mood and effectively captured the excitement of life getting back to normal. The success of the campaign led to the commissioning of a second phase with additional creative executions. The campaign also resulted in an uplift in brand equity measures, indicating a positive impact on Samsung's brand image. | |
Quantitative Benefit
67% consideration from those who were exposed to the campaign vs 39% of those who weren’t | |
8% uplift in 2021 brand equity measures vs 2020 | |