Results and Effectiveness

61 personalised songs (that’s 6 albums!) were created under 8 hours, with 2262 Facebook collaborations. During the LIVE webcast, a total of 1882 visitors tuned in with 75% of return visits. During the campaign duration, the site saw a total of 8643 visitors, with 10,610 total page views. More than 2500 LIKEs were garnered for the songs. The campaign saw an increase of 2,036 new fans within a span of only four days. It was the first campaign to see 10% of Samsung Facebook fanbase engagement. (The usual engagement rate ranges from 3-5%.)

Creative Execution

To elevate human emotions and expound on the meaning of “designed for humans”, four improv artists were engaged to create music for the social media sphere, LIVE. Just by using fans’ Facebook friends and personal facts, the musicians performed spontaneous compositions to make it “Your Song.” Social network, Facebook, was the primary driver to facilitate the ease of participation and engagement. All communications were guided to one central stage, i.e., the microsite, where the webcast, gallery and voting took place.

Insights, Strategy and the Idea

To launch the Samsung GALAXY S III is the primary objective but the main challenge was getting consumers to understand what true design for humans means. Humans appreciate customised services or offerings that speak not only to their minds, but their hearts too. So the solution was something unique, personalised, and spontaneously designed for them.