“Develop a campaign that creates awareness for energy hogs in the refrigerator product category. Make consumers aware of ways to save on energy costs now and in the future.”
Samsung Electronics is one of the largest producers of electronics in the world. In addition to premium smartphones, tablets and high-end televisions, they also offer a large range of domestic appliances, such as washing machines and refrigerators. In order to introduce the ‘refrigerator’ product category into consumers’ ‘consideration set’, Yourzine and Samsung developed an e-mail campaign focused on energy-saving refrigerators in the context of the Dutch government’s ‘Energievreters’ (Energy hogs) campaign.
The campaign took the following approach: recipients could indicate the ‘age’ of their current fridge in the e-mail. They would be redirected to a landing page, showing them how much they could save on energy costs, if they replaced their current fridges with an energy-saving Samsung fridge. The goal of this campaign was to make consumers aware of the energy hogs in their homes, showing them how much money they could save by replacing their old products. The campaign also clearly showed off the energy-efficiency of the A+++ Samsung Smart fridges.
This campaign enhanced 50,000 profiles of Dutch consumers and generated a 71% increase in traffic in the ‘refrigerator’ product category on Samsung.com. Finally, we were able to make a direct link between consumers who took part in the promotion and consumers who ended up purchasing a Samsung Smart fridge.
14 July 2017