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Samsung
Samsung Galaxy Note9 launch

RAN IN: Russia

CLIENT
Samsung Electronics

AGENCY
Cheil Russia *Lead Agency


SUMMARY

To support a launch of a new flagship of the Samsung Galaxy Note9 and to increase Samsung’s market share in the premium segment, 3 influencers were selected, each of them was relevant to the millennial mentality: journalist Leonid Parfenov, designer Vika Gazinskaya and entrepreneur Alexey Gisak. Videos of influencers were done in the native storytelling format, clearly showed how the smartphone responds to TA insight - “I don’t like it when something slows me down on the road to success.” 2 types of CRM/CDM/DMP of the segmentation model were applied to increase the effectiveness of advertising communication

CASE VIDEO


Audience: The core target audience: men, high income, people aimed at success. Target audience: men and women, high and above average income, millenial mentality. These are people with the “work anywhere” approach, they work 24/7, they only need a high-tech device that will help them to always be in touch and fulfill their work tasks. These are people who make real plans. In the context of the category: a need to have a powerful smartphone that keeps the battery longer, never fails, in which everything “flies” - maximum performance, reliability and ease of use.

Objectives: · Increase market share in the premium segment by 5% · Present Samsung Note as a perfect smartphone in the premium segment, surpassing all other players. To form a knowledge about the flagship of Samsung Note9 among premium target audience, men with high incomes not lower than 80% · To grow Proud to Own (PTO) from 69.7 to 80 points

Type: B2C

Language: English, Russian