Samsung's Social Media Marketing Strategy for Galaxy A5 Launch
About The Customer
The customer in this case study is Samsung, a multinational conglomerate headquartered in South Korea. Samsung is known globally for its wide range of products, particularly in the electronics sector. The company is one of the leading manufacturers of smartphones, televisions, and other consumer electronics. In this campaign, Samsung aimed to promote the launch of their new Galaxy A5 smartphone. The company wanted to leverage the popularity of sports in Australia and the role of social media in supporting these sports to create an engaging and interactive campaign.
The Challenge
Samsung, building on the success of their 'Rethink Role Models' campaign and Netball partnership, wanted to further demonstrate the role social media plays in supporting sport in Australia. The challenge was to promote the launch of the new Galaxy A5 in a way that would engage both Netball superstars and sporting fans across the country. The company aimed to create a campaign that would not only showcase the new mobile device but also encourage active participation from the audience. The campaign needed to be delivered via various channels including TVC’s, digital, social and at game content.
The Solution
Samsung came up with the 'Bring your A Game' campaign. The campaign was centered around an action-packed 60-second spot that featured a variety of athletes showing off their skills in netball, soccer, and basketball, with the Galaxy A5 mobile at the heart of it all. The spot called for fans to get involved and show off their skills using the hashtag #GalaxyAGame. This approach allowed Samsung to not only promote their new product but also engage their audience in a fun and interactive way. The campaign was delivered through various channels including TV commercials, digital platforms, social media, and at game content, ensuring a wide reach.
Operational Impact
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