Title	REFRIGERDATING
Brand	SAMSUNG ELECTRONICS NORDIC
Product/Service	SAMSUNG FAMILY HUB
Category	A03. Durable Consumer Goods including Automotive
Entrant	WENDERFALCK Stockholm, SWEDEN
Idea Creation	WENDERFALCK Stockholm, SWEDEN
PR	WENDERFALCK Stockholm, SWEDEN
Production	PETER SIMONSSON København, DENMARK
Production 2	JENS JOHNSSON Stockholm, SWEDEN

Name	Company	Position
Linn Petrén	Wenderfalck	Project Manager
Adam Stark	Wenderfalck	Art Director
Julia Högberg	Wenderfalck	Copywriter
Frida Lind	Wenderfalck	PR Creative
Greta Rönneskog	Wenderfalck	Creative
Sara Wikberg	Wenderfalck	Media Specialist:
Sebastian Andersson	Wenderfalck	PR Consultant
Dolores Jansson	Wenderfalck	Influencer Specialist
Petter Rudwall	Wenderfalck	Creative Director

Why is this work relevant for PR?

The Refrigerdating campaign combines all aspects that make a great PR campaign. It connects insights about human behaviour and cultural trends with the latest tech innovation, and alignes with the clients overall brand philosophy in a solid execution. The campaign surpassed all our defined targets and goals. By combining a low-engagement product with a high-engagement behaviour we managed to get billions of consumers engaged in the campaign while strengthening the position of Samsung as a truly innovative company focused on human-centered innovation that helps people overcome barriers in everyday life.

Background

Samsung is a global tech giant, with human-centered innovation at their core. But few know they're also pioneers within home appliances, where the main purpose of their products is simplifying people's everyday life. The brief was to build awareness for Samsung’s smart refrigerator Family Hub, featuring cameras inside, making it possible to take photos and view the content of the fridge through your phone. The target was to create a campaign focused on the camera feature aiming to generate earned attention in broad media segments, reaching 2 million people in Sweden, and 10 million globally, with 50% of the articles mentioning Samsung and Family Hub. A challenge, since few media segments report about home appliances, and not at least since the product was not new. So how do you generate massive media attention for a product already launched, and who cares about a refrigerator – even if it’s got cameras?

Describe the creative idea (20% of vote)

To bring Family Hub into people's hearts, we connected it to a natural area of engagement – dating. The most contemporary camera phenomena is the selfie. The average person will take about 25 000 of them in a lifetime, many ending up on social media and dating platforms. But in a world of polished pictures, it’s hard to detect who is “The One”. Leveraging the tiredness of online dating shallowness, we noticed one space in our homes yet left unstyled, thus, still truly depicting our inner selves – The inside of our refrigerators. We created Refrigerdating, a free dating app matching singles based on the content of their fridges, instead of polished pictures of human faces. The creative idea was based on human behaviour and a strong cultural context making it possible for us to tap into existing discussions online and creating relevance from a media perspective.

Describe the PR strategy (30% of vote)

With love and kitchens as an overall theme and cameras inside a fridge to sell, we looked into related cultural behaviours. We noticed many conversations around polished selfies in social media, creating feelings of unfulfillment. The search for love, a backdrop for many dreams of flawlessness, seemed a good place to start breaking the barriers of false perfection. Stating that “It’s the inside (of your fridge) that counts”, we reached out to people looking to start a life, a home and a Samsung kitchen together with a fellow foodie. Refridgerdating launched in January, the month most people sign up for online dating, and was pitched towards key media within dailies, lifestyle and tech, it was also promoted through Samsung´s social media channels. Single influencers and two famous Swedish radio hosts tried out the app and went on dates with their matches.

Describe the PR execution (20% of vote)

Refrigerdating launched January 2019. We started by highlighting the tiredness of online dating shallowness, towards lifestyle media. The app was then pitched as the solution towards that segment, and as a new invention towards techmedia. In food magazines we highlighted the perks of cameras showing your fridge content. We pitched towards dailies, tech, lifestyle and food media in the Nordics and internationally, and encouraged journalists to try out the app, creating their unique media story to report. As the news about Refrigerdating was covered by Cnet the organic reach exploded. In Samsungs channels we focused on single influencers testing the app, relying on the natural engagement of their already existing followers. We also communicated in-dept content on different fridge personalities, and what to look for in the search for a date. In a collaboration with the radio station Rix FM, two famous radio hosts tried the app in live radio.

List the results (30% of vote)

Turns out, the world was totally ready for a new food-centered dating experience. Refridgerdating created massive headlines all over the world. The total reach for earned media attention exceeds 2,2 billion, with an estimated PR value of 76 million Euros. The combination love and fridges gave us reason to speak in a broad variety of media. By tapping into an existing and engaging conversation, we created both awareness and massive engagement. The technical details around Family Hub was picked up by tech reporters, other journalists applauded the humor behind Refrigerdating. The actual congeniality of finding love based on food was also a hot topic. Social media boiled over with engagement and theories around what different fridges might say about people, a theme that you could immerse yourself in at refrigerdating.com. People even made predictions about Refrigerating as the future for online dating. In total, Refrigerdating generated over 490 articles, including pieces in prominent international outlets such as The New York Times, BBC, The Guardian and Cnet, as well as major Swedish media. 95 % of the articles mentioned Samsung and the Family Hub refrigerator. Last but not least, the campaign really did generate true love, as one of the radio hosts in the collaboration found her better half through Refrigerdating. Stating once and for all that it truly is the inside (of your fridge) that counts.