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