BRAND:
Samsung Bespoke
AWARD CATEGORY:
The Best Innovative Social Media Campaign
CAMPAIGN TIME RANGE:
1/3/2023 - 31/12/2023
CREDITS:
Creative Agency Dentsu Redder, Media Agency Constellation Groupe
CASE STUDY VIDEO
STRATEGY
Embarking on a transformative journey, Samsung Bespoke aimed to conquer the Vietnamese market and elevate its brand presence. After two years of unleashing the power of MODULARITY in 2021 and the art of customization FOR PERSONALITY in 2022, we faced the challenge of securing Bespoke's rightful position, demonstrating its value to Vietnamese consumers, and ultimately achieving remarkable business growth in 2023.
Strategic Pivot:
In a market where some of the most innovations may have felt out of reach for Vietnamese consumers, there remains one undeniable allure that captures their attention effortlessly: BEAUTY. And that's precisely where Bespoke excels. Boldly, we decided to leverage such fundamental, yet often overlooked, driving force in this category: BEAUTY. By doing so, we aimed to revolutionize the game for Bespoke.
The primary hindrance we faced was the apprehension among Vietnamese consumers that Bespoke's beauty might not seamlessly blend with their existing interior spaces. As a result, our approach centers around leveraging the inherent beauty of Bespoke through two strategic communication strategies:
Awareness: Showcasing the captivating beauty of Samsung Bespoke in perfect harmony with every interior space in Vietnam, enhancing and elevating the overall living environment.
Engagement: Empowering consumers to experience the exquisite beauty of Bespoke firsthand within the comfort of their homes, aiming to transform their perception and dispel doubts.
INSIGHT
In today's social media-driven world, where trends and aesthetics hold tremendous influence, there remains a prevailing belief that people must wait for home renovations before adopting modern and stylish appliances. It is an extraordinary opportunity to unleash a wave of inspiration that liberates individuals from this traditional mindset and guides them toward a new, transformative perspective. By igniting the spirit of embracing beauty, we tap into consumers' emotional desires and aspirations, creating a profound impact that transcends mere functionality and resonates with their innate longing for a visually captivating and fulfilling lifestyle.
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.
Along with communication key assets to attract attention to the concept, we have crafted a unique experience that empowers everyone to shape the beauty of Samsung Bespoke right within their own kitchen space.
Our unique AR filter allows users to customize Samsung Bespoke refrigerators in their own kitchen space. No longer do they need to rely on guesswork or bring a physical appliance home from the store. With just a few simple steps, they can visualize the perfect fit and explore the diverse range of colors and designs. This is a game-changer, offering an unparalleled level of convenience and confidence in selecting from the diverse range of colors and designs that Samsung Bespoke offers – a testament to the brand's ultimate strengths.
We take engagement to the next level by inviting users to "check-in" their virtual Bespoke kitchen on social media for a chance to win a real Bespoke refrigerator. Thousands have eagerly shared their kitchen achievements, showcasing their aesthetic taste and inspiring others.
CONNECTION PLAN
Awareness:
Ignite the journey with the declaration: "A beautiful life starts with Bespoke," showcased through a captivating lifestyle product TVC featuring the vibrant Toc Tien.
Experience the undeniable beauty of Bespoke refrigerators, as they take center stage in a series of unique visuals that elevate the aesthetics of your entire home. These visuals will be shared on satellite social sites and social groups to spark engaging discussions about the concept.
Engaging:
Addressing concerns about space compatibility and driving social media interaction, we introduce a groundbreaking AR filter. This immersive tool allows users to virtually try out different Bespoke refrigerators in their own kitchens, providing a realistic experience and showcasing the beauty of Bespoke. By turning this into an engaging activity, we invite everyone to participate and showcase their kitchen's beauty with Samsung Bespoke. This increases awareness of Bespoke's suitability for various Vietnamese kitchen spaces, reinforcing the belief that Bespoke enhances lifestyles and living spaces through its beautiful home appliances.
Sustain:
We present the product catalog through visual series and additional TV commercial versions via dynamic lead ads and iTVC on social media platforms. These demonstrate how Bespoke refrigerators enhance the aesthetics of every kitchen space.
To create a buzz on social networks, we unveil a stunning series of fake "OOH" videos. These videos showcase beautiful kitchens adorned with Bespoke refrigerators parading through the streets, generating massive discussions and captivating audiences with a sense of awe and longing for Bespoke.
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
