Background

As a centerpiece to Samsung's Connected Living initiative, SmartThings offers 'Seamless Connectivity' for everyone, but its apps and services needed a boost in consumer awareness, especially among Millennials and Gen Z audience.

Describe the strategy

Our strategy was to map out an user journey matrix, and identify each point in the sequence that users may benefit from user-centric, targeted content to raise awareness and increase ecosystem adoption for our audience group.

Describe the execution

We produced two types of easily accessible, informative and instructional video content, including lifestyle videos with real-life environments and its practical application, and simple, easy to understand how-to videos. We actively utilized digital platforms such as YouTube, Instagram, Facebook, and other apps with high target reach rates, to support sequential consumption of two different types of audience-friendly content.

List the results

App Store metric for SmartThings app experienced significant boost across most metric, including 4x growth in reviews after content release and an app update. And Google Play Store metric reversed declining weekly average rating to an upward momentum. Number of Registered users and MAU also increased significantly since content launch. Registered User: 127.1M -> 163.5M MAU (Monthly Active Users): 58.8M -> 66.2M (April 2020 to December 2020)