A dynamic duo: How Samsung expanded its reach and drove sales with YouTube

Steven: We're talking about something that's never been done before at a scale that's going to be viewed globally. The challenge that we had to undertake was how do we weave in the right mix of Samsung and Google to demonstrate to consumers how innovation and close working software and hardware can bring meaningful change to their lives?

Steven: Where we are looking to grow is in the younger demographics and with females in particular. And in order to do that, we had to take a different tone and approach. We created content that wasn't a Samsung ad related to the device and the text specs and focused more on that face to face connection.

Steven: So with Samsung's innovation around video and with our flip devices and Flex mode and with Google's innovation around Google Duo, we can now educate customers on how this video calling can really take shape. We couldn't just put a standard ad in place, you know, device focused pricing and on a black background. By bringing both brands together, Google and Samsung, it allowed a broader color palette to engage customers and really gave us credibility on that emotional connection because that's what Google does.

Tony: So I think as long as companies are making use of our platforms and pushing our platforms to perform as much as possible, we'll always have strong results.

Steven: We wouldn't be able to do it without the support and engage team that we have at Google that want to push boundaries and try these new things. We needed to attract naturally these customers who we're not able to get to through our normal ad platform. Using Google's platform and the machine learning algorithms they have available with our segmentation, you're aligning your creative to that real target audience.

Tony: We knew that Samsung was trying to reach millennials, and we know that YouTube reaches that audience. YouTube has the ability to reach people across screens, not just in the mobile device, not just on a laptop, but on TV screens as well with our connected TV.

Steven: The proof point of the campaign isn't just selling the device. The proof point of the campaign is "did we effect change in the user behavior?" And so I'm happy to report, you know, we saw four times lift in Google Duo usage across our devices.

Steven: We saw six points of increase in ad recall and more importantly, in purchase intent among our key demographic. We saw strong attribute attachment to our Z Fold devices among young female millennials. We were able to reach 12.9 million Canadians who are non-Samsung users.

Tony: When two companies decide to work together, the ad resonates more with the user.

Steven: All of these things are core elements of what we did and we had great device sales, which ultimately is what makes everybody happy and what makes this a winning story.