Samsung: Turning Data into Desire

Campaign Summary

To reduce customer turnover and increase sales, Samsung utilized its data to build unique profiles of each owner based on passions, geography, apps, time of ownership, and model of phone. This allowed Samsung to deliver custom, targeted engagements that were unique to each owner's passion, ultimately turning data into desire. The campaign successfully increased engagement levels, sales, and ROI.


Objective and Context:

The U.S. mobile market was saturated, with smartphones accounting for 80 percent of share. Samsung's business objective was simple: keep Samsung owners in the brand fold by reducing customer turnover and increasing repurchase rates.

Target Audience:

The target audience was owners of Samsung mobile devices (including phones, tablets, wearables, and mobile accessories) in North America.

Creative Strategy:

Instead of applying a one-size-fits-all approach to targeting, Samsung knew it had to get to know each and every owner. By using data insights, Samsung was able to build unique profiles of each owner based on passions, geography, apps, length of ownership, and model of phone. These profiles helped Samsung build models of content types, subject types, offers, and invitation-only events. Then Samsung activated and personalized the models across the data-driven, mobile-first ecosystem of device push notifications, emails, websites, and an owner engagement app.

Focusing on three strategies, Samsung delivered customized, targeted engagements that were unique to each owner's passion:

  1. Maximize the owner's phone enjoyment and eliminate friction. Make support access easy. Provide tips on how to take better photos or make the battery last longer.
  2. Deliver content owners really want, like free album drops before they go on sale to the general public or exclusive movie previews. In other words, offer things that no one else has access to.
  3. Boost cultural experiences based on owner interests and their city. Samsung owners might receive offers for a secret concert, a food truck, or VIP upgrades at a big music festival.

Overall Campaign Execution:

Samsung built its one-to-one engagement model on 650 million pieces of individualized, opted-in data points generated by handset behaviors, including app downloads, usage frequency, content types, geo-location, and identity data provided at device registration. A quantitative segmentation study provided basic overlays of attitude and behavior models.

This campaign allowed Samsung to connect in meaningful ways throughout the key points of the ownership period:

  1. The initial purchase and post-purchase period when there is high owner contact and demand for information.
  2. The ongoing ownership period when Samsung is deepening goodwill and enriching brand experience.
  3. New product launches when current owner interest piques again.

Mobile Execution:

Using mobile-specific channels, like device push notifications and the Samsung+ owner engagement app, in targeted, meaningful ways was critical to creating one-to-one engagement. The most basic use of mobile was a "ticket" that owners could quickly show, along with a valid Samsung Account, to prove ownership and gain entry at a premium activation, including a private brunch or a chance to win VIP music festival upgrades. In another mobile activation, Samsung sponsored a Marvel's Avengers: Age of Ultron movie screening and targeted local device owners who loved movies to give them a free ticket to the screening.

Results (including context, evaluation, and market impact)

Samsung generated engagement levels of more than 40 percent, more than double the average industry rate. In addition, Samsung experienced a 65 percent increase in new purchases, translating into 1.27 million new smartphones. At year's end, the campaign generated ROI of 40,000 percent.

Categories: | Industries: | Objectives: Relationship Building/CRM | Awards: Finalist