Campanie
General Information:
Strategic approach:
| Strategic approach: |
Samsung, renowned for its cutting-edge smartphones and TVs, faced a challenge with its household appliances category. Despite featuring innovations in washing machines, dryers, and refrigerators, this category lagged in brand awareness and sales compared to its electronic counterparts. The awareness of Samsung's household appliances was notably lower, impacting brand searches and hindering digital marketing efforts. The primary challenge was the category's low awareness, translating into minimal brand-related searches. This required a strategic shift towards non-brand searches, namely generic and retailer queries. However, generic search ads typically present higher CPCs and lower CTRs, making it difficult to maintain an efficient campaign relying heavily on these queries. The objective was to increase category awareness and sales by optimizing the search campaign. This involved expanding the search strategy to include non-brand searches while maintaining cost efficiency and maximizing return on ad spend. Our strategy was built on a sophisticated foundation of data analysis and consumer behavior insights. We recognized that traditional search strategies focusing solely on high-intent brand keywords would be insufficient given the category's low awareness. This led us to develop a comprehensive approach to conquering the generic search space, supported by access to an alpha proprietary tool, PMX Analyzer, which provided unprecedented visibility into consumer search patterns and behaviors. Our analysis revealed that users weren't specifically interested in product SKUs or specific product IDs, but rather in products with certain functionalities and features. This insight fundamentally shaped our strategic direction, pushing us to move beyond traditional brand-focused campaigns toward a more nuanced approach to generic and retailer searches. We structured our strategy around capturing broader interest through non-brand keywords while maintaining efficiency in this typically more expensive search territory. Finally, we uncovered three crucial consumer behavior patterns that would shape our strategy: First, users showed a strong preference for searching by specific functionalities, such as "Add Wash" for washing machines or "Digital Inverter" for refrigerators. This insight revealed an opportunity to capture interest through feature-specific targeting rather than relying on brand recognition. Second, price consciousness emerged as a dominant factor in generic searches, with users actively seeking affordable options, offers, and discounts, particularly relevant in the current inflationary environment. We observed high search volumes for terms related to pricing comparisons and deals, indicating a clear opportunity to compete on value rather than brand recognition. This understanding led to the development of a dynamic pricing strategy and specialized campaign structures for price-sensitive segments. The third key insight revealed the crucial role of customer reviews in the generic search space. Users were not just looking for product specifications; they were actively seeking real-world experiences and comparisons across brands. This pattern of behavior was particularly prevalent in non-brand searches, where users were still in the consideration phase and actively comparing options across players. This understanding prompted us to develop a multi-faceted approach to leveraging and generating customer reviews as part of our broader strategy. |
Execution:
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