Campanie
General Information:
Strategic approach:
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Augmented Reality (AR) is an interactive experience that allows us to put digital objects into a real-world environment, and AR Filters are social media's version of Augmented Reality. These effects can improve our perception of real life in an entertaining and educational way; they're hyper-immersive, available on Instagram, Facebook, Snapchat, and TikTok. All brands worldwide have generated filters in recent years that have raised the level of engagement, generating billions of impressions. Strategic business / marketing Challenge / competitive landscape AR filter – the deepest level of consumer engagement Research shows that people who use AR Filters use them on average for 75 seconds - 4X longer than mobile video. Also, Augmented Reality experiences are uniquely memorable. What this means is that AR can be a particularly powerful way to deliver information that is subsequently retained. This means advertisers and brands can achieve 70% higher levels of memory recall compared with non-AR, such as video for any potential customers who use their Augmented Reality AR Filters. Smartphone – the device at the heart of the AR Samsung is the world leader in sales of the most popular AR device ever: the smartphone. Also, Samsung is known as a forward-thinking brand and worldwide leader in innovation. Therefore, a key goal in Samsung's long-term strategy is to convey more innovation and responsiveness in all segments of activity and the environments in which it is present, including social media. For this purpose, Samsung had integrated a strong content pillar in communication strategy dedicated to AR. The long-term challenge for Samsung is to capitalize on the extraordinary interest for AR content among Gen Z. In order to do that, Samsung has to appeal to constant, diverse, and engaging AR content. At Samsung, we believe that attitude is more relevant than age. Therefore, our audience consists of young consumers, Gen Z & Young Millenials, who confidently adopt the latest technologies in everyday life, eager to try new things in general, who come out of their comfort zones, and think that social media can bring communities closer together. Despite having best-in-class technologies, Samsung is not a portfolio-driven brand but a community-driven one in social media. Our main goal is to build a highly engaged community around the #DoWhatYouCant brand mantra and inspire fans to use technology as an enabler for fostering human interaction and mind-opening experiences. Through all the AR filters launched, we encourage all creative people to use them as a means of self-expression. This goal translates into impressions, open and shares. |
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