What they were up against
Samsung was a global leader in multifunction printers but a real underdog in the U.S. market, where it trailed titans like Xerox, HP, Cannon, Ricoh and Konica Minolta. In a category where they were outspent by entrenched competition, Samsung faced low awareness and brand recognition. They needed a powerful campaign for their line of printers featuring the first ever Android-based operating system.
How we helped
We capitalized on Samsung’s well established equity in smart devices with an ownable position focused on Smarter workflow in the office. We then identified which parts of the story would resonate across verticals, explaining how Samsung printers could “Smartify” operations. We created a targeted plan and a custom KPI-driven engagement ecosystem that delivered relevant messages to individual prospects, and then re-targeted them for more focused engagement on their path to conversion. The results of the campaign included a 14.4% rise in brand favorability, a 9% increase in engagement and a 17% increase in website visitors.
Brand Launch Video
Video
Print Executions (By Vertical)
Online Demonstration
Website
Out-of-Home – Billboards
Emails
Out-of-Home – Airport Signage
