One of the unique features of the Samsung Galaxy S5 is that it works together with the latest GearFit smartwatch. To promote the phone model, Samsung's Spanish marketing team wanted to drive reach and awareness among a target age group of people aged 25 to 55.
In particular, it wanted to focus on consumers that were more health conscious and tech savvy than the average smartphone user, enabling this group to benefit from the enhancements that the new phone provides. As a leader in Spain's mobile phone market _ where smartphone adoption is already mature _ the brand's challenge was to maintain position as well as to persuade other premium, aspirational consumers to switch to the Galaxy S5.
- Top of mind brand awareness over main competitors
- Drive brand preference and purchase intent
- Used AdWords throughout entire campaign period
- Launched video advertising on YouTube using first position in-stream ads and TrueView
- Initiated video remarketing campaigns to increase efficiency
- Employed Brand Lift Surveys to assess campaign effectiveness
- Over 16 million impressions and more than 2.5 million video views
- 29% uplift in ad recall versus those not exposed to ad
- Served 80% of impressions on light TV users otherwise not reached through traditional TV ads
Digital key to the media mix
Digital played a pivotal role in the campaign from start to finish. The Samsung team began promoting brand presence in the pre-launch period using AdWords. Continuous presence in Google search was key to help driving purchase intent: it was used throughout the campaign to cover demand and offer users firsthand information on the product prior to making decisions on their purchase.
To maximise the efficiency of the media mix, the team used YouTube for incremental reach and to complement the brand's TV campaign. Following the product launch, first position in-stream and TrueView ads drove consumers to five different YouTube videos, which the Spanish marketing team had produced using content from the TV ad as well as material from Samsung's international headquarters. After the YouTube activity had been running for 10 days, the TV ads made their debut. The TV campaign ran for 10 days, while digital ran longer to be sure of reaching light TV viewers and those not exposed to the TV spot.
Meanwhile, Samsung also made the most of YouTube's video remarketing functionality in two ways. First, it generated incremental reach using negative remarketing. Then it generated qualified engaged views by remarketing to people who had previously viewed promotions around the GearFit smartwatch
All targets achieved
For raising awareness and creating additional buzz, YouTube was a strategic choice that helped Samsung to reach its broad target audience efficiently. In total the YouTube campaign delivered over 16 million impressions with more than 2.5 million views of Samsung's video content.
In terms of reach, the YouTube campaign served 80% of its impressions on light TV users who otherwise could not be reached through a traditional television ad campaign _ a fantastic result. YouTube was also efficient within the online campaign, delivering 73% of the online reach (not exposed to TV), with just 20% of the total online campaign impressions.
Samsung also conducted a Brand Lift Survey, which measured the effectiveness of its video campaigns using survey and search data collected from the target audience. Within a matter of days, insights gained from the survey data enabled the team to better understand how the ads were affecting consumers' awareness of the brand and how well the ad was being recalled, while using search data measured the lift in brand interest. The survey demonstrated a 29% uplift in ad recall versus those who hadn't been exposed to the ad.
Looking forward to the next challenge, Samsung's Spanish marketing team already has ideas to improve on the successful activity. For this campaign they relied on material from Samsung's head office rather than localised content, so the plan is to strengthen the content strategy to increase engagement and authenticity in the future.
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