Campanie
General Information:
Strategic approach:
| Strategic approach: |
Launching of the S model is the event of the year for Samsung. It usually starts in February when the new S model is globally revealed during the Unpacked event, and every year it follows an established phasing: teasing to highlight interest before product unpacking, Unpacked event broadcasted live, a month for preorder before the product is available in shops, launch campaign where big bulk of the sales are expected and sustain campaign to lure laggard shoppers with extra incentives. There is a large budget assigned to this launch, since it serves as a flagship that drives sales for the whole range, by building on the innovation attribute for the whole Samsung brand. 2020 was no exception. All was set to go with the Unpacked event unfolded on Feb 11th, pre-order running smoothly until March 9th, when the carefully prepared launch campaign went live. Global creative campaign was focused on camera as leading product feature, with declinations anchored in user benefits expressed in outdoor use (photography, travel, party, etc.). Campaign was briefed with two main sets of objectives: 25.773 micro-conversions (clicks on Buy Now button) and 8197 macro conversions (e-shop cart add). As usual, heavy load of the conversion objective (approx. 70%) was carried by the launch (due to the highest share of budget, retail push, novelty dissemination, etc.). But then COVID 19 happen. As of week March 9th, corporate Romania gradually started working from home, and on March 25th the whole country went into lockdown. People were locked indoors, so the launch campaign messaging was completely irrelevant. People started to have serious financial concerns, so the sales objective of a 4k RON smartphone for the ongoing launch campaign was suddenly becoming far-fetched. Not only that, but the burden of this objective was suddenly undertaken by Samsung e-shop, that would have to cover for the offline sales not going to happen during launch. We had to react immediately on two levels: change what we were communicating about S20, and manage client's expectations in terms of reaching our performance KPIs set as objective. MESSAGE By March 20th creatives were changed to be relevant to indoor usage and contextualize on indoor behaviors. OBJECTIVE We moved the conversion focus on late launch and sustain campaign, while using most of the launch campaign on upper funnel layers, to ride the exponential rise of content consumption by highlighting the smartphone as main instrument for home entertainment (short video, social, gaming, video calls, etc.). |
Execution:
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