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.

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 S8 over the same campaign duration and geography, and with approximately the same budget. IMPORTANT: SEE SECTION ON CONFIDENTIAL INFO FOR MORE INFORMATION.

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.