BRAND:
Samsung Galaxy Z
AWARD CATEGORY:
The Best Social & Commerce Integration
CAMPAIGN TIME RANGE:
1/7/2023 - 29/02/2024
CREDITS:
Cheil
CASE STUDY VIDEO
STRATEGY
Business:
Increase Flagship market share (>$600) by + 2%
Increase Foldable purchase intent & switching rate by + 2%
Our challenge:
Despite the positive Foldable growing movement lately, thanks to its iconic compact “ pocket- ability” design and its unique flexibility; there are still 3 concerns from Gen Z: (1) the need of having a foldable phone (“My flat bar phone still works well”), (2) fears of disconnection from community (“I don’t see many people using it”) (3) fear of unfamiliarity (“I have not heard of it and don’t know how it relevant to me”), that leads to their hesitation to consider switching. The challenge for the brand today is how to make Galaxy Z more relevant and well connected to Gen Z, beyond our previous success.
Communication J2BD:
GET more Gen Z Flagship users (>$600), 18-29 years old, who are social expressers & trendsetters, mainly living in HCM & HN
TO switch to Galaxy ZFlip 5
BY blending in their “sub-culture” communities, maximizing “social proofs” with “unique emotional benefits” to convince them.
Our strategy is to shift from a build product led to the hyperlocal culture- driven platform, in which we couldn’t sell our product innovation alone, but transform it to become a new canvas for GenZ freely express their sub-cultures. Unlike previous campaign, not only positioned our device as a fashion accessory, we maximize our new features: the largest cover screen- Flex Window which offers a fun UI customization & a compact design to enhance product relevance with diversity sub-cultures.
By (1) blend in multiple sub-culture communities to co-create (2) diversified collaboration with Artist, Brand, communities (3) & celebrating the values of “Flip Thinking” (as similar as our Galaxy Z’s proposition) & recruiting them to join the Flip side. Only by showing what our brand and product can do and helps GenZ freedom to express their identity, we can make the aspirational to them.
INSIGHT
Consumer Insight
Gen Z is specifically known as the Flip Thinkers, who don’t want to be boxed by the old same rules or a straight- line approach, instead they embrace new experiment, dare to think flip & flex to create their own possibilities. Unlike other generations, they have their own “like-minded” communities to share their own culture & value (sub-cultures), social validation & peer influence. Through Personalization, they express their individuality, which is key to helping them discover who they are and to find the communities that matter to them.
Brand and Product Role
Galaxy Z is a ‘rebellion’, an “out caster” in a world of big flat bar- type phone. Galaxy Z uniquely believes in unleashing flexibility, and unfolding new possibilities. Apparently, our product proposition is perfectly matching with our Gen Z “Flip Thinker”, their lifestyle and mentality.
Galaxy ZFlip 5 is to free Gen Z from flat-world constraints, in order to flexibly create their own experience & their self-expression, showcase their Flip thinking; and take pride in their work, their value & their sub-culture. Galaxy ZFlip 5 is to celebrate, support and co-create with those who dare to think Flip & to make the Flip Side shine.
CREATIVE IDEA
As positioning our product as an essential tool for self-expression and subculture expression, we ignite the platform “Samsung x You” to provide a device that let GenZ experiment, discover & express them and the communities they belong.
“Samsung x You” Personalization platform is for Gen Z to join the flip side & express themselves in their own terms. Flip users have opportunities to customize their own device with personalized UI/ UX, DIY accessories. A series of collaboration with local lifestyle brands and sub-culture communities are in place to involve “like-minded” members in more daily relevant use cases & defeat the fear of being disconnection.
CONNECTION PLAN
First, create diversified collections through subcultures, global to local bands collaboration.
We bring the worldwide spotlight to the brand anchors - derived from the underground cultures as Tattoo, Street Art - onto the grand stage and co-create with them for the Flip Suit design, called Flip Thinkers collection, and Vietnam is the first market in Southeast Asia to make it possible. In light of diversification, the collaboration collections were catered to different tastes of Gen MZ during year-end occasions via “Samsung x You'' platform with Lifestyle Brand collaboration via multiple types of accessorize such as: Oatside Milk x Café sữa đá phone Case, Line Friends personalized case with Jibittz, A Beauty Mint Box X Laneige,…maximized our reach and retargeting capabilities to trigger desirability for these limited edition via CRM, Display & Search, and Social Ads.
Second, create impulse consideration through peer pressure to overwhelm them with social validation
We curated shopping experience for Flip Suit collections using hashtags #JoinTheFlipSide. Each is directly linked to our TikTok shop, and SShop ecom site for immediate purchase. On the ground, we boosted the connection to our innovative products between leaders and their fellows by hosting workshops and bringing Foldable line-up experience in a cozy ambience of the Galaxy Flip Café. What’s more, we expanded our Flip Suits in new subculture playgrounds such as Galaxy Flip Studio in Local Fashion Brand, where we deeper connection with various sub-cultures through DIY, personalization workshop. This became such an authentic-yet-innovative source of product showcase and testimonials as there were several check-in posts, making our product too trendy to ignore. By doing this, we amplified all their creations x Flip in all visibility from OOH, Billboard, Social activities, PR, Brand experiences to provoke a “Pride” among their communities and welcome them in our Flip side and sold out 10k units in 8 weeks.
Lastly, to make the deeper in personalized relevance with GenZ in Tet Holiday, we expand our Flip side in new subcultures such as Local Fashion Brand, Street Art, Pop-culture Music. Collaborating with Thái Linh & BOO, we created the "Nhả Vía Hoan Hỷ" hoodie collection and a new version of the "Gióng" bag – a signature design from Lưu Việt Anh, to share positive messages with Gen Z. To create a playground for GenZ pre & during Tet, we collaborated with BOO, Life4Cuts, Juicetin to create “Nhả Vía Station” in Hanoi, Ho Chi Minh to recruit GenZ to come and use hand-free selfie x Flip to personalize their lucky message. As a result, we successfully reached 24M (60% Gen Z pool) and ranked in BSI Top 10 events on Feb.24.
OBJECTIVE-BASE KPI
Business:
+ Flagship $600↑ M/S reach the highest point ever +12.6 points after 3 weeks after Unpack (GFK, Market Share Report Aug’23)
+ Switching rate from competitor increased 2% YOY (After sustain)
+ GenMZ recruitment account for 70% of Galaxy Z Flip5 users & 59% for Galaxy Z Fold5 users (FBAI)
Sellout:
+ 10K units of “ Flip thinker Collection” were sold after 8 weeks
+ 3K units of diversity brand collaboration were sold on the monthly Double day, Woman’s day, Tet holiday… within 3 months
Brand:
+ Increase significantly +9 points PTO overall flagship score
+ Consideration +2 points for Galaxy Z Flip5
Communication:
+ GenZ Hashtag #NhapHoiLinhHoat: 192.4M impressions & reach #1 Globally (UNPK+5W Influencer Insight Report)
+ Purchase Intent uplift for Samsung Galaxy Zflip5 is +11.9% in overall audience (18-30 YO). 42.22% of Apple switchers become Samsung users (Kantar Ad Effective study + Device Lift Study)
+ #NhapHoiLinhHoat campaign be 1st time ever Samsung campaign in Top 10 BSI in 3 months (Aug, Sep, Oct 2023)
