Long before the launch of a product such as the new Samsung Galaxy, there is a multitude of rumors and expectations. The campaign was based on the insight that our target audience is technologically savvy and always ahead of the curve – and most importantly – that their interest in high-tech products peaks before launch when information is scarce. Our goal was to leverage their interest to spark curiosity and desire prior to launch, although the product was not available or revealed.
For this pre-launch phase the KPIs was about engaging our target group to create a hype around the launch.
Results and Effectiveness
During the campaign the site saw over 293 000 unique visitors, and even more people experienced the campaign via social and traditional media that our target audience frequents. There were over 146 000 tweets, and close to 800 articles were published by prominent media outlets such as ABC News, Gizmodo, The Independent, Mashable and many others. Over 50% of our core-influencers were engaged. The general opinion was that Samsung now added humour and confidence to their brand, all on a media budget of 120 000 USD. By the time of the launch the pre-orders had reached a record-breaking number.
Creative Execution
Leading up to the Unpacking Event we picked up on rumours about the Galaxy S6 and translated them into silly/ridiculous/phantasmic concept sketches. Each day we posted visualizations of mock-ups online and 3D-printed some and sent to tech-media. To seed we used programmatic to dominate on international tech-sites as well as secure relevant reach within our audience based on targeting. For addressable buying, we targeted audiences based on context, interest, keyword contextual targeting and enhanced the audiences by look-a-like profiles. We secured extra visibility and fueled the conversation with promoted Twitter-trends as well as 100% SOV on searches around rumor-related keywords.
Insights, Strategy and the Idea
We believe that every product launch is a revitalization of the brand. Therefore, we wanted to highlight and celebrate the innovative power of Samsung. Our strategy was to create an emotional charge/investment prior to launch by nurturing and reinforcing the expectations of the product. We also know that our target audience synthesizes information to form their own opinions. Hence, we had to be transparent about the products and its benefits and don’t push it into the minds of consumers. To reach influencers, we boosted the rumours on media channels where we knew we could pinpoint them specifically.