Samsung wanted to create awareness around the Samsung Galaxy A series. These models are less known than the Flagship model. For the first time Samsung chose an unconventional approach in the mid-segment; no sales activation, but a personalized video campaign to boost engagement. The goal: reaching and engaging users as much as possible. All this had to be done with as little budget as possible.
Samsung breaks barriers and brings people closer together. Millennials are developing themselves and are doing their own thing. But they are sensitive and curious about what other people think of them. That’s why we went looking for a way to break through this in a personalized video format.
In the video, Samsung plays on popular dating apps and their popularity. Almost daily we check profiles in dating apps and discuss those with our friends. This is exactly what happens in the Valentines video promotion, in which you are the main character. The personalization in the videos are based on your Facebook profile. This is where the app gets your pictures, relationship status, age, interests and place of residence which are then discussed by three handsome men or women. Just like real life, but with the only difference being you are able to watch along.
“We had a media budget set aside to promote the campaign on Facebook,” Marius Klijzing (Product Manager Mobile Samsung the Netherlands) says. “However, the personalized video campaign has gone entirely viral, completely organically. This is truly unique and is beyond our wildest dreams.”