“Please create awareness for the Samsung Food Showcase; the latest high-end double-door refrigerator. Moreover, create exposure in order to create the image of Samsung as an innovative brand by demonstrating the various features.”
In order to expose the Samsung Food Showcase we developed a uniquely distinctive campaign called “What type of kitchen star are you?” In order to determine what kind of kitchen star people were (Luxury 8%, Family person 23%, Food Lover 39%, Design Lover 30%), we asked various questions by means of playful social media and email campaigns. Afterwards, the refrigerator (including testimonials of actual Food Showcase users) was shown including the benefits that matched user profiles.
The result was a campaign that was delivered within budget and on time, and which allowed Samsung to start a dialogue with potential users. Samsung was able to find its markets and make its messaging more relevant to one specific group, increasing the purchase chance of this fridge. 16% of the database was presented with the Food Showcase features that matched his/her type, of which 10% provided their postal code. The entire campaign could be adapted to both a desktop and mobile version. In terms of media value (as a result of exposure), the campaign managed to generate significant media value. As a stated aim, Samsung requested 80,000 ‘eyeballs’: people who demonstrated engagement in terms of the unique selling points of the fridge during the campaign period. Eventually we were able to reach 245,000 eyeballs, meaning we reached 330% more unique individuals than was targeted.
1 September 2016