Campanie
JM
BUSINESS CHALLENGE
Samsung is the category leader in mobile phone category in Romania and in the past year, it faced a slower pace of growth. As the launch of Samsung S9 – the flagship mobile device for the current year – was fast approaching, we conducted a deep dive econometric & ROI analysis of previous campaigns. The core insight resulted was that campaign effectiveness improves when targeting Samsung owners and cross selling categories. As a result, main business objective for S9 launch was to “stop the leaking bucket”, meaning to prevent the switching from Samsung to competitors. Of overall estimated volume of people looking to buy a new phone/S9, the total base of existing owners to be retained accounts for 75%, while competitor’s users that need to be acquired represent just 25%.
COMMUNICATION CHALLENGE
With Samsung being market leader, "Samsung users" as communication base stands for a very heterogenous segment. Matching product feature to consumer need was key to increasing upselling & retention rate, so increasing relevancy of communication to various groups was key to campaign success. With high scores on KPIs related to technological features, Samsung flagship smartphones have high appeal among product driven users, but scored lower on image KPIs, relevant to users that look for fashion and status driven products.
MEDIA CHALLENGE
We had to track & use all avalaible data signals in order to define granular audiences to be addressed. Further definition of audiences based on all available data signals was a must, in order to accurately match user profile & need to product feature.
CAMPAIGN KPIs
80k conversions defined as click to retailer on product webpage (Samsung product page leads to various e-retailers, the brand does not operate its own e-store yet)
>60% of total conversions from Samsung devices
Samsung is the category leader in mobile phone category in Romania and in the past year, it faced a slower pace of growth. As the launch of Samsung S9 – the flagship mobile device for the current year – was fast approaching, we conducted a deep dive econometric & ROI analysis of previous campaigns. The core insight resulted was that campaign effectiveness improves when targeting Samsung owners and cross selling categories. As a result, main business objective for S9 launch was to “stop the leaking bucket”, meaning to prevent the switching from Samsung to competitors. Of overall estimated volume of people looking to buy a new phone/S9, the total base of existing owners to be retained accounts for 75%, while competitor’s users that need to be acquired represent just 25%.
COMMUNICATION CHALLENGE
With Samsung being market leader, "Samsung users" as communication base stands for a very heterogenous segment. Matching product feature to consumer need was key to increasing upselling & retention rate, so increasing relevancy of communication to various groups was key to campaign success. With high scores on KPIs related to technological features, Samsung flagship smartphones have high appeal among product driven users, but scored lower on image KPIs, relevant to users that look for fashion and status driven products.
MEDIA CHALLENGE
We had to track & use all avalaible data signals in order to define granular audiences to be addressed. Further definition of audiences based on all available data signals was a must, in order to accurately match user profile & need to product feature.
CAMPAIGN KPIs
80k conversions defined as click to retailer on product webpage (Samsung product page leads to various e-retailers, the brand does not operate its own e-store yet)
>60% of total conversions from Samsung devices
General Information:
Strategy:
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Our strategic approach was to engage with our core personas and to deliver them customised content depending on user journey and on the new features of the device. 1. We defined the user journey The upper funnel, defined as a COLD phase, was limited to users interacted with our campaign for the first time. Mid funnel segment, defined as WARM phase, was represented by users who have interacted with our campaign and landed on the website, but did not manifested any purchase intent (clicked on “where to buy” button). Lower funnel, defined as HOT phase, targeted users who manifested a purchase intent (clicked on “where to buy” button). During campaign longtail, we also targeted users that recently bought the newly launched S9 – the OWNER segment. 2. We plotted the segmentation strategy Besides behavioral data as per the user journey segmentations, we added three other segmentation variables in order to reach a very granular homogenous audience. Based on device ownership, we had different segments/ creatives for owners of Samsung, iPhone, Other Android, unknown. Considering level of loyalty to current brand, we split Samsung owners into Loyalists and the so-called "Fencesitters", users that are "flirting" with the idea of a brand change at next purchase. Finally, in order to exploit receptivity, a need based segmentation layer was added on platforms that contained the needed criteria targeting: those that want all that a top device can do, interested in all features & design (Want it All consumers); those that want a device with advanced technical features (Performance Hunters consumers). 3. We designed the map communication matrix For an increased relevancy, we thoroughy designed the sequence of messages based on each segment profile, with profile defined as most granular level as per segmentation axis set. The message flow was build from an image driven communication in COLD phase, to drive brand desirability, to sales driven CTAs in HOT creatives, to push sales. This matrix served as guideline to digital creative agency. 4. We set the measurement framework KPI’s were set across all stages of user journey, each mirrored by a detailed set of metrics closely monitored for campaign optimisation. We measured against reach, views & visits for the COLD campaigns, on conversions (clicks on the Where to buy button) for the WARM campaigns and traffic to e-retailers website on HOT campaigns. |
Execution:
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