Our clothing has become more diverse and complex, with a wide range of styles, fabrics and care instructions. Laundry innovations keep rolling out, promising to save time and make laundry easier. However, they often end up complicating things with numerous washing options.    

As a result, moms often become the only ones in the families who can handle laundry tasks, as they know how to customize the wash for every load. Even when others want to lend a hand, they struggle to understand the clothing issues and how the washing machine works.    

Samsung makes laundry no longer a lonely burden for moms. With AI Ecobubble Technology, doing laundry becomes so simple that anyone can easily do it with just a button, regardless of age or experience.

To illustrate that our AI Ecobubble is simple for everyone to use, we unveiled the creative platform 'Hạnh Phúc Nhờ AI’, turning a mundane task into a captivating social discussion. This played on the dual meanings of 'AI' - referring to our AI technology and the Vietnamese 'Ai’- meaning anyone. By simplifying laundry, Samsung made laundry a shared task - shared by AI and shared by anyone - to please moms and lighten the burden traditionally placed solely on them.    

The idea opened a huge opportunity for Samsung to display a variety of authentic laundry stories and naturally showcase our AI Ecobubble capabilities. We chose individuals from different backgrounds to represent ‘anyone' and share different perspectives on laundry: (1) a Gen Z working mom, (2) a caring husband, (3) a bustling street food vendor, and (4) a low-tech elderly couple. Each faces unique challenges and has specific expectations for laundry:  

A busy Gen Z mom loves to excel in all her roles in life: as a professional, a wife, a mom, and a self-care advocate. Therefore, she needs a quick and automated laundry solution that can optimize laundry tasks without her constant supervision.  

A caring husband wants to share the household chores with his wife, but he is quite clumsy. Therefore, he looks for a smart solution that simplifies the laundry process and helps him handle different types of clothes properly.    

A bustling street food vendor is passionate about serving tasty and clean meals everyday to her customers. Therefore, she seeks a convenient and effective laundry solution to keep her clothes stain-free after long hours in the kitchen.  

A low-tech elderly couple, who struggle with poor vision and are not familiar with machines or detergents, finds joy in caring for each other. Therefore, they desire an easy-to-use washer with clear and simple instructions.

Our campaign unfolded in two stages:  

- Trigger: to display authentic laundry stories showcasing the benefits of our AI technology.  

- Engage: to motivate people to share their own stories with our Samsung AI Ecobubble.    

We initially triggered our audiences through a series of 05 videos on Samsung's Facebook and YouTube channels, comprising 04 stories and 01 summary. These videos centered around a gen Z working mom, a caring husband, a bustling street food vendor, and a low-tech elderly couple.  

Each video started with the question "What makes you feel happy?", getting people to share about their family happiness and naturally link it to the role of laundry.    

Throughout the stories, the relevant benefits of the Samsung AI Ecobubble were showcased, such as optimizing wash times for the busy mom, dispensing precise detergent for the street food lady's stained clothes, assisting the clumsy husband with laundry settings, or settling the elderly couple's argument over the washer's setting options.  

To reinforce our message - Hạnh Phúc Nhờ AI, we utilized a wide variety of influencers on Facebook and TikTok, each bringing their unique perspective.    

Our lineup blended lifestyle influencers with tech reviewers, representing singles, couples, families, sons and daughters, moms and dads, to ensure both authenticity and expertise in shared stories.  

Despite their diverse lifestyles and specific laundry requirements, the Samsung AI Ecobubble satisfied them all by making laundry simpler for everyone, such as helping a son ease his elderly parents' chores or guiding a dad in taking care of his kids' clothes when his wife is absent.

Besides, on YouTube, where informative content is preferred, we used tech reviewers to explain our AI capabilities in addressing various laundry challenges through the series ‘AI và Chuyện không của riêng Ai’.  

Leveraging the halo effect, we invited audiences to participate in the ‘Hạnh Phúc Nhờ Ai’ minigame to share their Samsung AI Ecobubble washing machine experiences for a chance to win Samsung products and other rewards.    

To boost participation, we employed micro-influencer moms and real users to promote and participate in the minigame. Finally, PR and community platforms were leveraged to conclude the entire campaign.

Communication Performance:  

Within 8 weeks, 5 key videos totally achieved:  

On YouTube: 63M Impressions, 16M Reach and 26.5M views, VTR 46.01%  

On Facebook: 40.5M Impressions, 10.4M Reach, 18.7M views, VTR 67.49%  

The mini-game reached 2.2M people with 62K engagements on Facebook.  

Social outreach: total 94M views on Facebook and TikTok.  

Brand Performance:  

Samsung achieved top 1 SOV during 8 consecutive weeks, generating 34,189 mentions, which accounted for 50% of the total market buzz.  

The sentiment score was 97%, with up to 98.3% of mentions being positive by the campaign's end.  

Increased in brand images: High quality: +5 points, Durability: +2 points, Trustworthiness: +3 points.  

Achieved “Best Washer Brand” Award, evaluated by consumers & tech experts’ votes in VnExpress Tech Awards 2023.    

Sale Performance:  

+3% increase in market share for the entire washing machine category.  

#1 market share position in the South & Central regions.  

#1 market share position in the online sales channel.