Samsung

Objective

When Samsung was preparing for the launch of their new Samsung Galaxy S24 series in the Netherlands and Belgium, they partnered with TikTok to come up with a novel campaign approach that would drive substantial awareness across multiple touchpoints. The objective was to bring their new phone, into the spotlight of the Gen Z audience and drive engagement, with the ultimate goal of increasing brand sentiment and driving traffic to their website.

Solution

Teaming up with agencies Space and Publicis, Samsung developed an innovative campaign strategy that leveraged the full power of TikTok's advertising tools and creative capabilities. The strategy encompassed all stages of the consumer journey, and was built up of four key tactics.

First, the brand debuted the campaign with a series of TopView ads to ensure maximum visibility on the days of the launch. The ad's premium placement at the top of the For You Page spread awareness and captured the attention of users as soon as they opened the app.

Next, they used Top Feed ads to bring reach and frequency, ensuring that the campaign message was consistently delivered to the target audience. The call-to-action directed users to the Galaxy S24 series website, enabling them to easily learn about the new features and informing their purchase decision. To make their ads shoppable, the brand used Video Shopping Ads, enabling users to browse and buy the phones directly from the app.

Last but not least, Samsung used TikTok's newly launched Out of Phone feature, an out-of-home solution that lets partners and brands leverage TikTok content beyond the platform, bringing it into the real world through screens on billboards. No hardware company outside the U.S. had ever used this solution before, but after learning about its potential, they didn't hesitate to say 'yes', and worked closely with TikTok and DOOH partner Adomni to integrate the solution in their campaign. Pioneering the use of such new features shows the brand's true commitment to innovation.

On the creative side, with the expertise of their influencer agency Oona, Samsung leveraged TikTok creators to produce assets that complemented the main campaign creatives. They used retargeting strategies to maintain engagement and relevance throughout the campaign duration.

Results

Samsung's strategic and innovative use of TikTok delivered outstanding results. Their campaign in the Netherlands and Belgium, generated more than 120 million impressions in three months, exceeding their awareness and visibility goals.

Their native videos achieved up to 33% 15-second video view rates (VTR), outperforming the benchmark by a whopping 20 times.

Their out-of-phone brand lift study run by measurement partner LoopMe revealed a 28.3% increase in brand sentiment due to campaign exposure, compared to a non-exposed control group. This uplift was 4.3 times higher than the benchmark, underscoring the campaign's success in enhancing brand perception. Finally, they also saw an 18% increase in Ad Recall and Consideration.