SERIF TV - A Global Influencer Strategy: A Case Study on Samsung's Innovative Marketing Approach
Applicable Functions
- Product Research & Development
About The Customer
The customer in this case study is Samsung, a multinational conglomerate known for its wide range of electronic devices. In this particular case, the focus is on their innovative Serif TV, a product that breaks away from the traditional 'flat black box' design of televisions. Samsung is known for its commitment to innovation and design, and the Serif TV is a testament to this. The company sought to market this product in a way that would appeal to a discerning audience of architects, interior designers, and taste-makers, who would then influence the broader market perception of the Serif TV.
The Challenge
Samsung was faced with the challenge of marketing its revolutionary Serif TV, a product that was positioned as a blend of design and technology, and as much a piece of furniture as a piece of technology. The product was co-created with product gurus, The Bouroullecs. The challenge was to generate hype and interest in the design community, which included architects, interior designers, and taste-makers. This was a discerning audience that would be critical in influencing the broader market perception of the Serif TV. The challenge was to infiltrate this world and create desire for the product, while keeping access to the TV a guarded secret.
The Solution
Samsung, with the help of iris, implemented a global influencer strategy. They identified top-tier design influencers and gave them an exclusive preview of the Serif TV at the Bouroullec’s studio in Paris. This was followed by a curated program of briefings and events that exposed the Serif TV to a second tier of influencers, which included major design bloggers, publications, and top individuals. This was done in the run-up to and during its world reveal at the London Design Festival. After this, the product was seeded to broader lifestyle segments, using everyone from big celebrities to loyally followed social stars to reach various communities. Samsung also supported its markets with their influencer strategies as the product rolled out globally.
Operational Impact
Quantitative Benefit
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