LITTLE MOMENTS. BIGGER THINGS

TitleLITTLE MOMENTS. BIGGER THINGS
BrandSAMSUNG
Product / ServiceGALAXY NOTE 8
CategoryD02. Data-driven Targeting
EntrantPUBLICIS SINGAPORE, SINGAPORE
Idea Creation PUBLICIS SINGAPORE, SINGAPORE
Idea Creation 2 DIGITAS Singapore, SINGAPORE
Media Placement STARCOM Singapore, SINGAPORE
Production PRODIGIOUS SINGAPORE, SINGAPORE

Credits

Name Company Position
Jaehoon Kim Samsung Electronics Head of Consumer Data Driven Marketing (Southeast Asia, and Oceania)
Geetika Bisla Samsung Electronics Regional Lead - Mobile Marketing & CRM (Southeast Asia, and Oceania)
Jeremy Chia Publicis Singapore Co-Executive Creative Director
Fajar Kurnia Publicis Singapore Co-Executive Creative Director
Sharim Gubbels Publicis Singapore Group Creative Director
Tan Su Lin Publicis Singapore Creative Group Head
Desiree Ong Publicis Singapore Art Director
Joanne Theseira Publicis Singapore Managing Director
Cherie Tan Publicis Singapore Senior Account Director
Lily Cao Publicis Singapore Account Manager
Justin Peyton Digitas Asia Pacific Chief Strategy & Transformation Officer APAC
Corey Cruz Digitas Singapore Regional Creative Director
Reevi Rajan Digitas Singapore Data Director
Sanglap Ghosh Digitas Singapore Senior Data Analyst
Marc Langenfeld Publicis Media APAC Programmatic Solutions Lead
Nicole Watson Publicis Media APAC Client Service Director
Ian Loon Starcom Singapore Managing Director
Jay Cunanan Starcom Singapore Director
Soo Yong Low Starcom Singapore Regional Media Manager
Joyi Au Starcom Singapore Digital Manager
Vincen Yong Prodigious Singapore Operations Director
Ralph Ooi Prodigious Singapore Post Producer
Germain Wu Prodigious Singapore Motion Graphics Editor
Ed Shaheed Prodigious Singapore Head of Digital Production
Randy Abing Prodigious Singapore Digital Producer
Michelle Rubio Publicis Media - Precision Operations Director
Teck Sheng Kang Publicis Media - Precision Account Manager
Prerna Tyagi Publicis Media - Precision Social Account Manager

The Campaign

A hundred different audiences for the world’s smartest phone: Unlike smartphones which have many similarities, our audiences vary in behaviour across Southeast Asia. So instead of relying on just one big insight, we identified hundreds of little ones that differentiate consumers through micro-segmentation. Identifying hyper-relevant audiences: Using 3rd party data (GWI and DSP) and matching it with 1st party (DMP and CRM), we identified unique individual behaviours, matched them with addressable audiences and short-listed four priority micro-segments, each nuanced by market: • Independent Disruptors: Innovators who separate themselves from the mainstream • Ambitious Go-getters: Power users who push beyond their own potential • Life-Jugglers: Use their devices to juggle the everyday and the unexpected • Savvy Creators: Seek limitless creativity, unrestrained thought and curiosity We then connected the micro-segments back to the Note8’s feature-driven product promise: to help little moments, do bigger things.

Creative Execution

We had a unique approach to campaign execution, led by smart use of data at almost every stage of campaign delivery – from what creative to develop, who to serve it to, and what moment to deliver it. 1. Over 3,500 combinations of ads A creative asset pool with content that appealed very specifically to the interests, behaviours and profiles of our micro-segments. 2. Smart targeting at every stage of the journey We developed a layered data-targeting strategies – one for each stage of the customer funnel. Combining local market and CRM data, we were also able to reach low funnel consumers who may not fall within our predefined Note8 micro-segments but have high conversion potential. 3. All delivered on-the-fly Each segment had its own specific assets, with tailored messaging driven by DCO, with hundreds of message permutations, depending on which stage of the customer journey they were at.

Results

Our strategy of using data to micro-segment audiences and target consumers with hyper-relevant and purpose driven creative proved itself to be a powerful tool in rebuilding trust and desire for the Note Series and driving sales of a crucial comeback for Samsung. • The Note8 was winning at every stage of the consumer journey, delivering more than 200% of the previous S8 campaign’s ad click performance. • This was matched with a 33% reduction in Cost Per Visit (CPV), and more importantly, a 64% increase in Sales Engagements at 31% improvement in costs. • Most notably 60% of sales during the campaign period could be attributed to the campaign. • These results set records by outperforming the Galaxy S8 over the same campaign duration and geography, and with approximately the same budget. IMPORTANT: SEE SECTION ON CONFIDENTIAL INFO FOR MORE INFORMATION.

We had hundreds of different audiences for the world’s smartest phone – the Note8. Unlike smartphones which have many similarities, our audiences vary in behaviour across markets. So instead of relying on just one big insight, we identified hundreds of little ones that differentiate consumers through micro-segmentation. This resulted in over 3,500 creative messaging permutation, each one being tailored, personalised and relevant to the viewer.

Make the Note8 a phone for everyone, by using hyper-relevant content and media-targeting delivered sequentially based on engagement. Connecting data, creative, and media around a single client driven proposition in ways that could not be achieved by any one team, we enabled … A. Relevance by audience: Segment-specific content was created and a combination of DCO and media sequencing allowed us to keep our stories fresh and focus on the features most interesting to the individual. B. Relevance across all touch-points: Our messages connected the purchase journey across social, display and dynamic landing pages, and high propensity audiences were consistently re-targeted. C. Relevance by device: We altered our communication and landing pages to ensure a seamless, consistent journey for people who owned a Samsung, iPhone, or other brand. At every step, relevance was further enhanced using dynamic creative and re-targeting technologies to guide our audience towards purchase.

Links

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