BRAND:
Samsung Bespoke
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
1/3/2023 - 31/12/2023
CREDITS:
Creative Agency Dentsu Redder, Media Agency Constellation Groupe
CASE STUDY VIDEO
STRATEGY
After 2 years of activating MODULAR-POWER (2021) & customizable FOR PERSONALITY (2022), Bespoke did not witness any traction in the Vietnamese market. In 2023, we received the challenge to CRACK BESPOKE's RIGHT TO EXIST, JUSTIFY THE VALUE OF BESPOKE TO VIETNAMESE CONSUMERS AND ULTIMATELY grow business volume significantly.
Strategic shift:
Recognizing that the ultra innovations may have been too advanced for Vietnamese consumers, we identified a key element they couldn't ignore: BEAUTY. Bespoke excels in this aspect, and we made the bold decision to prioritize beauty as the focal point of our content strategy. This strategic shift serves as the guiding principle for the entire campaign, stimulating user action through the following content orientations:
See the BEAUTY: Showcasing the captivating beauty of Samsung Bespoke in perfect harmony with diverse interior spaces across Vietnam. By highlighting how Bespoke enhances and elevates the overall living environment, we aim to create awareness and establish a strong visual connection between Bespoke's beauty and the aspirations of Vietnamese consumers.
Seize the BEAUTY: Empowering consumers to experience the beauty of Bespoke within the comfort of their own homes. Through interactive experiences and demonstrations, we aim to transform consumers' perceptions and dispel any doubts they may have. By allowing them to witness the seamless integration of Bespoke's beauty into their living spaces, we aim to instill confidence and enthusiasm for the brand.
Through this content strategy focused on emphasizing Bespoke's beauty and addressing consumer concerns, our goal is to secure Bespoke's rightful position in the Vietnamese market, demonstrate its value to consumers, and drive significant business growth in 2023.
INSIGHT
Beauty is a subjective concept that cannot be fully conveyed through words alone. People need to see it to truly appreciate its essence. In the realm of social media, where beauty holds immense sway over user behavior, Samsung Bespoke has a remarkable opportunity to leverage its inherent strength in eye-catching design. We aim to tap into users' desire to recognize and admire beauty within their own living spaces, using a beautiful refrigerator as the starting point.
CREATIVE IDEA
We inspire people to break free from the traditional mindset of waiting to renovate their homes before acquiring a modern, stylish appliance. Embrace the revolutionary idea: "ĐẸP ĐI ĐỪNG ĐỢI" – “Đẹp” Now! as the core navigation, we ignite the spirit that: By selecting a beautiful refrigerator, your entire life can instantly transform into a realm of beauty, ready to be showcased on your favorite social platforms.
The “ĐẸP ĐI ĐỪNG ĐỢI aka ĐẸP NOW” philosophy is not just a message—it's brought to life through captivating TVC content and visually stunning effects in our campaign. User-generated content, featuring virtual experiences with Samsung Bespoke and unique AR Filters, further amplifies the beauty of Bespoke in various Vietnamese kitchen spaces.
To generate excitement and a fear of missing out among users, we engage influential micro KOLs who review the refrigerator's beauty in design and functionality.
In the era of diverse social media content, we tap into users' curiosity by creating a captivating CGI video featuring a realistic train, reminiscent of a Metro train. This visually appealing video showcases different kitchens adorned with Samsung Bespoke, creating a buzz and captivating users' attention. This approach caters to users' content preferences while effectively conveying the concept's message.
Overall, our content strategy emphasizes the immediate pursuit of beauty, using engaging TVC content, user-generated experiences, influential KOLs, and a visually striking train as a social stunt content to showcase the beauty of Samsung Bespoke in diverse kitchen spaces.
CONNECTION PLAN
We have a strong content strategy execution that combines a variety of compelling and effective elements to drive user interest and engagement.
Diversified Content Channels: Utilizing multiple channels such as YouTube, social media platforms, and online forums ensures a wide reach and maximizes the potential for user interaction.
Celebrity Endorsement: Involving popular personalities like Toc Tien in the TVC adds credibility and attracts attention from a broader audience, increasing the chances of the message resonating with viewers.
Visual Appeal: The use of interesting visual effects and captivating imagery in showcasing the beauty of Samsung Bespoke refrigerators enhances the overall visual appeal, making the content visually striking and engaging.
User-Generated Content: Encouraging users to create their own content through a contest with an AR Filter fosters a sense of involvement and personal connection. This not only generates user-generated content but also promotes brand advocacy as users share their experiences with Samsung Bespoke.
Product Catalog and KOL Reviews: Presenting the product catalog through visual series and featuring KOLs who review the beauty of Samsung Bespoke reinforces the brand's credibility and provides valuable insights for potential customers. This combination of visual content and expert opinions helps build trust and confidence in the product.
Viral Content: The creation of captivating "OOH" videos featuring kitchens with Bespoke refrigerators parading through the streets creates a sense of awe and intrigue. By leveraging social media platforms and discussion groups, this content has the potential to go viral, generating widespread attention and conversation.
OBJECTIVE-BASE KPI
• Sales of Bespoke x13 times in 2023
• Bespoke MTD instantly made TOP 10 best-sellers of MTD category
• The high relevance of advertising content to the target audience demonstrates a significant metrics: VTR: 46% (+2%), CTR: 0.6% (+20%)
• Increase 510% searches in Keywords “Tủ lạnh Samsung Bespoke” after awareness phase (Sep’23)
• Maintain #1 SOV
• Maintain #1 MPSA (increase in core segment millennials 18-29 +11 pts, 30-39 +14 pts)
• Maintain #1 PTO with big jump +10 pts from 34.7 pts to 44.7 pts
• Maintain #1 Refrigerator Brand for 5 consecutive years at VNExpress Tech Awards
• Samsung Bespoke AR filter: 27K play
• Samsung Bespoke Social Stunt: Just in 4 days gains >110K engagement, 14K buzz, 5K user’s shares on social
• Kitchen Collection sale toolkit (including POP & catalogue): 90% positive feedbacks from PS that they are attractive to customers and help them a lot in consulting.
• Kitchen Collections on social: 210K engagement, 3.5K buzz with 99% positive
