Creative Execution

IMPLEMENTATION We launched with the emotional dog video which instantly touched millions of Filipinos. The campaign then expanded to social, and even asked consumers to submit their own pet photography entries. TIMELINE The campaign ran from October 14, 2017 to December 24, 2017 PLACEMENT The video was uploaded on Samsung Philippines' Facebook page SCALE We created a digital campaign around the video, re-edited it to a 30's TVC, held an online pet photo contest called "Moments Worth A Million," and struck a partnership with the Philippine Animal Welfare Society.

Filipinos instantly showed affinity for the campaign as they shared their own pet stories and photos. They were going from their usual selfies, and turning their phones around to capture special moments with their pets. REACH 19,023,990 ENGAGEMENT 1,057,268 Total Engagements • 9,550,872 total views • 5,651,597 unique viewers • 28,702 shares • 7,430 comments SALES 21,103 Units sold in 12 weeks, surpassing its predecessor in just 6 weeks, resulting in 20% increase in sales ACHIEVEMENTS AGAINST BUSINESS TARGETS 14% Increase in retention/loyalty 44% Jump as category's preferred brand

We realized that the one thing Filipinos love more than selfies was uploading photos of their pets. This provided an untapped opportunity to appeal to our target market’s behavior in the digital world. TARGET AUDIENCE C1, 25-30 y/o working professionals, who currently owned mid-range smartphones. They are heavy social media users with aspirations for new experiences. Smartphone is their primary device for social media, entertainment, and staying connected. Camera is top consideration when it comes to smartphone choice and they seek value for money when shopping. RELEVANCE TO PLATFORM We needed to remind consumers that there were moments worth capturing beyond selfies, and the Galaxy J7+’s dual lens camera was the right smartphone for it. APPROACH Create an emotional online video, featuring man and dog, that will let people know that they can enhance every moment with a photo taken with the Samsung Galaxy J7+ and its Dual Camera.