Innovative Digital Marketing Strategy for Samsung Home Appliances
Applicable Industries
- Electronics
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Samsung, a multinational conglomerate known for its wide range of products, including home appliances. Samsung is recognized globally for its innovative and high-quality products. The company is constantly seeking new and creative ways to engage with its customers and promote its products. In this instance, Samsung wanted to drive awareness of its home appliances in a unique and entertaining way, without relying on traditional advertising methods. The company aimed to create a campaign that would resonate with its target audience and differentiate its offerings in a typically low-interest category.
The Challenge
Samsung, a global leader in technology, was faced with the challenge of promoting its innovative range of home appliances without resorting to traditional advertising methods. The company wanted to create a unique and engaging campaign that would not only showcase the features of its products but also resonate with its target audience. The challenge was to generate a significant impact in a typically low-interest category and differentiate Samsung's offerings from its competitors. The company needed a strategy that would not only drive brand awareness but also create an emotional connection with consumers.
The Solution
To address this challenge, a six-part comedy series called 'The Domestics' was created, featuring popular comedians Katherine Ryan and Joel Dommett. Each episode of the series highlighted relatable domestic situations and demonstrated how Samsung's innovative home appliances could help resolve these issues in an entertaining way. The series was written with a specific audience in mind and was distributed using highly targeted media formats to ensure maximum reach. This content-led approach was a new direction for the brand, especially in the home appliances category. The campaign not only showcased the extent of Samsung's product range but also injected some fun into the category, creating an emotional connection with consumers.
Operational Impact
Quantitative Benefit
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