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Driving & Sustaining Awareness Through Twitter: Samsung- A Case Study

Samsung, which Lee Byung-Chul founded in 1938 as a trade firm, has grown into a major player in the world of technology. The company has expanded into industries like food processing, textiles, insurance, securities, and retail as a result of its rapid expansion.

However, Samsung's marketing, which has made it a household name today, has been a key component of that success. With the introduction of Twitter, the tech behemoth also gained a strong online presence, giving it access to millennials and Gen Z on a much deeper level.

So, let’s try to see and understand how Twitter helped Samsung establish and strengthen its footprint in different markets.

1. Samsung Australia

With various technologies, sizes, and shapes available, as well as people’s varied viewing preferences, Samsung saw an opportunity to develop an experience that would help people find the right TV.

Their Objective

Samsung Australia wanted to increase its brand recognition and help people learn more about its televisions.

Solution & Approach

Samsung decided to create a chatbot in Direct Messages that allowed the brand to ask people about their viewing preferences and provide them with personalized TV and accessories recommendations.

Samsung leveraged Direct Messages on Twitter to create a chatbot that allowed the brand to deliver personalized TV recommendations at scale. Samsung then used the Direct Message Card to run an advertising campaign that targeted people interested in TV, movies, video games, and sports to let people start chatting with the bot in a single click.

The chatbot guided people through a short set of questions, ultimately delivering them the perfect TV based on their personal preferences and needs. At the end of the survey, people received a link that led directly to Samsung’s webpage for that TV model.

The Result

Not only did the Samsung chatbot have an 89% completion rate, but it also averaged a 1:31 engagement time — 21% longer than average visits to the Samsung website. More than 26% of people who completed the experience and got a TV recommendation went on to get further recommendations for accessories like a soundbar. Ultimately, Samsung was able to generate leads at a quarter of the typical cost with the chatbot.

2. Samsung US

With 85% of conversation happening within 48 hours of launch, Samsung wanted to sustain awareness for its products well after launch after the live-streamed launch of its new phone, the Galaxy Note9, on Twitter and leading up to its release in stores three weeks later.

Their Objective

Samsung sought to lean into Twitter’s receptive audience to successfully build awareness and sustain interest in its new phone three weeks after launch.

Solution & Approach

Samsung unveiled its newest device, the Galaxy Note9, live on Twitter on August 9, 2018. Sales for the Note9 would begin three weeks later. Samsung knew that diversifying its ad formats could boost brand awareness — in fact, using up to three unique formats for launch campaigns can drive up to an 8% higher increase in brand awareness versus using just one format.

To create anticipation for its live-stream announcement of the Note9, Samsung took over the most valuable placement within the Explore tab with its Unpacked ad. This high-impact, visual Spotlight placement enabled Samsung to build awareness and drive conversation around its upcoming launch.

Samsung live-streamed the launch of the Note9 using Twitter Live Brand Studio to drive conversation on Twitter amongst its audience, who would receive a notification on launch day when the stream began. With one simple click, people were taken directly to the live stream, where they were given front-row seats to conversations happening around the event. The live announcement was a huge success, drawing in 53% more viewers than Samsung’s launch of the previous model on Twitter the year before.

To sustain awareness and keep the Note9 top of mind for its audience leading up to its release in stores, Samsung created a “Brand Reminder” campaign leveraging Twitter’s Promoted Tweet. By liking the Promoted Tweet, people opted in to receive Tweets featuring offers and incentives, “how-to” video content, and reminders about its release date, all over the next three weeks leading up to the Galaxy Note9 going on sale.

After liking the first Tweet, people immediately received a personalized Tweet notification back from Samsung providing additional details about the phone, along with videos about the device.

The Result

Samsung’s Galaxy Note9’s Twitter campaign was a roaring success. Samsung’s launch drove a 15% increase in conversation and a 7% lift in positive sentiment compared to its previous launch.

3. Samsung UK

Samsung was about to launch the Galaxy S7 for which it wanted to build enough hype.

The Objective

To take its #GalaxyS7isHere treasure hunt to the next level, Samsung UK wanted to bring the event directly to Twitter users, boosting awareness, increasing engagement, and adding a challenging twist along the way.

Solution & Approach

Samsung UK used Periscope to share the event in real-time, connecting to live feeds of couriers carrying a Galaxy S7 in each city. Periscope enabled the brand to take the treasure hunt on the move. Participants had to use live feeds and clues within Promoted Tweets to track down the courier in their city and then shout the campaign’s #GalaxyS7isHere hashtag.

To increase participation, Samsung UK sent geo-targeted messages to users in each location by using the Retweet to Remind tool. Users who Retweeted #GalaxyS7isHere received an automatic reminder of when the competition was about to start in their city.

Samsung UK also used a Promoted Trend to build awareness and anticipation. This was then updated hourly as the event moved. Promoted Tweets invited users not located in one of the seven cities to participate in an online-only treasure hunt.

The Result

The campaign achieved its objective of maximizing reach, as the volume of impressions increased by 730% on the day of the hunt. It also generated a fourfold increase in account mentions and a sevenfold increase in followers. The engagement rate of content shared through Retweet to Remind increased by 5%. Overall, the campaign’s success contributed to Samsung UK achieving a 55% share of the premium smartphone market.

Bottom Line

Twitter is an ideal platform for letting your customers know what your brand stands for. With its various features like Reminder Cards and Promoted Tweets and Videos, you can drive user engagement with your brand, boosting awareness and conversions at the same time. All you need is a solid strategy in place and a plan to execute it the way you want to, and Samsung definitely got that right!


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