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Iris > 实例探究 > 突破可穿戴设备类别混乱：三星针对 Galaxy Buds2 Pro 和 Galaxy Watch5 开展的活动

突破可穿戴设备类别混乱：三星针对 Galaxy Buds2 Pro 和 Galaxy Watch5 开展的活动

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关于客户
针对一代健康倡导者，他们更喜欢采用更独特的锻炼方法，并使用技术来支持他们的本能和行为。
挑战
“可穿戴设备”类别非常混乱和拥挤，几乎没有明显的产品差异。
解决方案
与“阿尔法健康”文化形成对立，并推广三星 Galaxy Buds2 Pro 耳机和 Galaxy Watch5 作为更好锻炼和改善健康的工具。
运营影响
  • The operational results of Samsung's campaign are not quantitatively defined in the case study. However, the campaign's innovative approach to promoting wellbeing and exercise likely resonated with the target audience. By subverting the 'alpha wellbeing' culture and promoting a more personal, instinct-driven approach to exercise, Samsung differentiated itself in the crowded wearables market. The campaign also highlighted the unique benefits of using the Galaxy Buds2 Pro earbuds and the Galaxy Watch5 together, potentially driving sales of both products. Furthermore, the use of multiple media channels, including TVC, OLV, VOD, and social and digital platforms, ensured broad reach and visibility for the campaign.

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