What they were up against.
Samsung is a global leader in multifunction printers, but a relative underdog in the U.S. B2B market. In a tricky category where it was outspent by entrenched competition, Samsung faced low awareness and brand recognition. It needed a powerful campaign to get the word out about its line of printers featuring the world’s first Android-based operating system. The challenge was that the IT decision makers only think about their prints when they break down. And they also work in radically different verticals, ranging from education to healthcare, and they span seven distinct global markets.
What we did to help.
Android printers are smart printers, and they needed a smart approach. We started with elevating the benefits of Samsung printers to one the company could own: Smarter workflow. We then identified which parts of Samsung’s story would resonate across each vertical. We then communicated that Samsung printers could “Smartify” operations with a targeted plan and a custom, KPI-driven, integrated engagement ecosystem that delivered relevant messages to prospects. We then retargeted them for even more tightly focused engagement to add value on their path to conversion. We built a mountain of messaging and content across dozens of channels, and built it in such a way that visitors to that mountain would find precisely the stone they needed to turn on their path to conversion.
Work we did:
- Brand Strategy
- Tagline
- Identity
- Image System
- Messaging
- Sales Tools
- Experiential/Environmental
- Design
- Creative
- Collateral System
- Direct Response
- Digital Engagement
- Theming
Video
What happened next.
Final results exceeded expectations showing positive increase on all metrics:
- 9% increase in overall campaign engagement (beating the .25% benchmark)
- 17% increase in website visitors; 16% increase in unique visitors
- 14.4% lift in brand favorability (benchmark is 6–9%)