LITTLE MOMENTS. BIGGER THINGS

Silver Spike

Case Film

Presentation Image

TitleLITTLE MOMENTS. BIGGER THINGS
ClientSAMSUNG
Product / ServiceNOTE 8 PHONE
CategoryC01. Use of Data Driven Insight
EntrantDIGITAS Singapore, SINGAPORE
Idea Creation DIGITAS Singapore, SINGAPORE
Idea Creation 2 PUBLICIS SINGAPORE, SINGAPORE
Media Placement STARCOM Singapore, SINGAPORE
Production PRODIGIOUS SINGAPORE, SINGAPORE

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 primary 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

In just 8 weeks, and across 5 SEA markets – Philippines, Thailand, Vietnam, Malaysia and Taiwan, we deployed over 40 different data targeting strategies. 1. Hyper-relevant messaging, all on the fly We matched micro-segment interests and behaviours to customised creative assets for their entire journey – from video, social display, and website landing pages - targeted them with the right message, at the right moment, resulting in over 3,500+ ad variations. 2. Complex device targeting and sequencing Targeting kicked off with a combination of demo, interest and keyword data; while users in ‘active evaluation’ were targeted with in-market and telco data. We identified users who were on devices that were over a year old, and developed re-marketing strategies using Samsung’s online and offline to re-engage high-intent users. Finally, device targeting was used to identify key models and exclude recent upgraders and lower-tier handset users.

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.

With phones that are targeted at nearly everyone, Samsung has long focused on reach and awareness in their campaigns. While this has proven effective, their position as market leaders in SEA means awareness is no longer a problem. To drive growth, the Note8 sustenance campaign needed to optimise against sales indicators such as on-site sales engagements (“where to buy” clicks). This was achieved by using data to connect creative and media through 40 data-driven targeting strategies that delivered over 3,500 permutations of personalised ads to high-propensity audiences - all based on local market data, and optimised via DCO.

Insights, Strategy and the Idea

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 technologies to guide our audience towards purchase.

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)
Joanne Theseira Publicis Singapore Managing Director
Justin Peyton Digitas Chief Strategy & Transformation Officer APAC
Reevi Rajan Digitas Data Director
Sanglap Ghosh Digitas Senior Data Analyst
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
Cherie Tan Publicis Singapore Senior Account Director
Lily Cao Publicis Singapore Account Manager
Corey Cruz Digitas Regional Creative Director
Marc Lagenfeld Publicis Media - Precision Programmatic Solutions Lead
Nicole Watson Publicis Media - Precision Client Services Director
Ian Loon Starcom Singapore Managing Director
Jay Cunanen 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
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