To drive consumers’ awareness of and engagement with its Galaxy Apps store, Samsung divided the audience of Samsung users into narrow segments to enable it to reach each one with targeted advertising.
Objective and Context:
On each Samsung mobile device, there is a store known as the Galaxy Apps store. Many of the apps available on the store are made exclusively for Samsung devices and offer unique promotions. The store also caters to users with a desire for personalization, maintaining a “Fonts and Themes” section that allows them to customize their Samsung devices to their liking.
To promote this feature, Samsung launched a campaign with three objectives:
To gauge its success in achieving these goals, Samsung measured the following KPIs:
Samsung’s target audience was all users in the U.S. and Canada who owned a Samsung mobile device.
To effectively appeal to this massive audience of over 70 million people, Samsung undertook careful segmentations to enable more targeted marketing.
Overall Campaign Execution:
Samsung crafted unique ads for each of its audience’s segments. For example, it served gamers ads that led them to the gaming section of the store. Samsung fans and Galaxy advocates were driven to the “Made for Samsung” section. Lovers of advanced design settings received advertising that invited them to the store’s “Fonts and Themes” section, helping them to customize their devices. In addition, Samsung created and managed the social pages for the Galaxy Apps, crafting six posts a week for both Facebook and Twitter to increase followers and to keep them engaged with the store’s content.
For all of the planning that it required, this was not a campaign that ran on autopilot. Samsung constantly evaluated the performance of its different features, adjusting budgetary allocations to prioritize proven sources of positive ROI.
The campaign’s budget was $800,000, with 100 percent of it devoted to mobile. Within mobile, Samsung took advantage of various media channels, including Facebook, Twitter, influencers, and several media ad-networks such as Glispa, StartApp, and InMoBi.
By micro-segmenting and running targeted ads for each segment, Samsung was able to increase: