‘Put your audience at the heart of the story’ – Driving the Marketing campaign, Samsung Awesome Upskills by Ketchum

What was the campaign, in a nutshell? The nation’s enjoy for dance has exploded the

What was the campaign, in a nutshell?

The nation’s enjoy for dance has exploded the past yr, specifically on social media. But we uncovered the tension that a third of men and women are anxious about receiving again on dancefloors IRL. So, we partnered with Diversity star and TikTok pro Perri Kiely to give the nation the confidence to get their dance moves from feed to ground. The campaign used Perri’s dance tutorials – all shot on the Samsung Galaxy S52 5G – to inspire folks to replicate/find out and give them the confidence to dance on true-lifetime dancefloors as restrictions lift.

How did the plan arrive into remaining?

Samsung arrived to us with the problem to acquire over a 13-25 demographic for the launch of its new mid-assortment cell phone, the Galaxy A52 5G. This is a very saturated viewers, so we knew we’d want to get the job done tough to minimize as a result of. Our method to ideation was to be relevant, society-first and consider men and women more than item. We asked ourselves:

– What does this cellphone do or empower that issues to this viewers? Acquire feed-prepared information.

– How can we provide this to lifestyle in a culturally suitable way? Faucet into dance culture to fix a trouble.

– And who is the correct storyteller? A relatable Gen Z deal with with persona.

https://www.youtube.com/check out?v=t2jgVNg1JHw

What suggestions had been turned down?

We experienced yet another idea on the desk, but it swiftly turned clear this was the front runner, so we concentrated our endeavours. A superior plan under no circumstances feels pressured.

Briefly describe the marketing campaign planning and course of action

This campaign was collaborative from brief to execution. A person crew, one particular dream.

We worked intently with Samsung’s social agency, RAPP, on a joint reaction, to make confident our story and talent worked challenging for our social-savvy audience. And our clientele had been
excellent companions all over. They had been instrumental to our success – from soundboarding to backing the idea and swiftly pushing by means of approvals.

After accredited, timelines were limited, but we ended up all set for action. We place analysis out to subject to make certain our story was information-very first. This gave us some juicy stats and enabled us to establish the prime trending dance moves, which Perri recreated in his material.

We also motored on with onboarding Perri and performing with our generation workforce to shoot a suite of content. Working with a Gen Z director and content creator intended the property experienced an authentic appear and feel… and swag! (Yes, we all tried out the moves and indeed, none of us looked as cool as Perri.)

Then, we have been all programs go with media sell-in.

What were the largest difficulties and how did you defeat them?

The modifying news agenda retained us on our toes with this one. We experienced a couple of huge stories break the week just before the marketing campaign was owing to go reside (vintage). One was important, so we shifted timelines the other we felt wouldn’t influence our campaign – so we cast on.

How did you evaluate the results, and what have been they?

We worked with our R&I group to monitor outcomes that carefully aligned with Samsung’s enterprise
aims, and the benefits speak for by themselves. We drove mass recognition for the Samsung A52 5G with much more than 170 pieces of gained protection – 73 per cent of this protection was exterior of the tech web pages, where by Samsung usually sits, and 100 for each cent featured merchandise mentions and photographs. Visitors to the products internet web site elevated by 143 per cent and there was a 15 for every cent uplift in website page searching, mapping thing to consider. Not to mention direct profits built.

What is the most significant lesson you took away from the marketing campaign?

To win above your viewers, do not just target them, put them at the coronary heart of the tale. We worked with Gen Z creators, crew, and colleagues to nail this campaign, and it compensated off.

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