BRAND:
Samsung Galaxy Z
AWARD CATEGORY:
The Best Social & Commerce Integration
CAMPAIGN TIME RANGE:
20/07/2022 - 20/01/2023
CREDITS:
Flagship Team Cheil Vietnam
CASE STUDY VIDEO
STRATEGY
In August 2022, Samsung introduced the 4th generation of its Flagship foldable smartphones GalaxyZ Flip4 and Z Fold4. Given the success of the previous Foldable launch in unfolding a world of new smartphone possibilities, our ambitions for Galaxy Z Flip4 and Z Fold4 were high with the following strategic objectives:- Business: Drive incremental growth of Flagship- Communication:+ Boost up consideration among those who are aware of Foldable tech but haven’t considered+ Drive brand preference towards Gen Z via relevance enhancementThe J2BD was to get premium intenders (segment >$600 users) especially among 18 - 24 YO toconsider and purchase Z Flip 4 & Z Fold 4.The key challenge we faced was how to increase aspiration for Foldables to recruit more Gen Z to joinFoldables tribe, including switching main competitors’ users. To tackle this, we couldn’t just sell ourproduct innovations alone.Our strategy started with choosing Z Flip4 to lead all communications. This is due to the fact that previous generations of Z Flip have shown more aspiration towards youngsters (because of design,pocketability, and price). With fashion as the key passion point, simply communicating Z Flip4 as another smartphone in this space wouldn’t make the cut. To make Z Flip 4 more aspirational, we leanedinto limited collaboration with high-end fashion designers to transform our product into a fashion statement. Because the Collaboration between brands is the local insight that got enthusiastic response from Gen Z. Only by showing what Z Flip 4 can do beyond a smartphone, could we make it aspirational to young people, those who wouldn’t need another smartphone for only functional purposes.
INSIGHT
Consumer InsightAs we dug deep into the rapidly changing lifestyle of Gen Z, we observed that they have different“me”s across their social accounts. Their TikTok “me” is happily contradictory to their Facebook/Instagram one. Especially in their realm of fashion, no 2 “me”s have the same style, and no 1 style isset in stone for them. Each time they mix and match different styles together, a different “me” comesout. This is because Gen Z has a FLUID MINDSET in everything they do. They don’t fix who they areto one single definition. Instead, they constantly curate their identity like a work-in-progress andexperiment with many ways to express it via their flexible styles.
CREATIVE IDEA
The essence of our creative idea “Curate Your Flex Mode” (“Linh Hoạt Biến Hóa” in Vietnamese) wasto showcase the flexibility of Z Flip4 in helping Gen Z curate many “me”s in different styleexpressions.We saw an opportunity to use limited collaboration with GIA Studios by Lam Gia Khang via the “FlexMode Collection”. With a unique form factor and stylish design, Z Flip 4 can be worn from head to toeas a fashion accessory. With Flex Camera, Z Flip4 can allow Gen Z to capture and showcase theirflexible styles through any angle, even without holding the phone.
CONNECTION PLAN
To maximize the impact of “Flex Mode Edition” and drive sell-out, we deployed activities around ittightly across all funnels and channels.- First, we introduced the collection at Mơ Gallery in Hanoi from 9 to 11 Sep 2022. At the same time,4we hyped up massive curiosity for the collection via designated premium OOH & nationwide LCDtakeover in both HCMC & Hanoi, as well PR takeover across Heritage and other online magazines thatare relevant to Gen Z. Capitalizing on the hype for the collection, we kept driving buzz by promotingthe styles that early adopters were flexing with the collection via popular social fashion communities,Influencer and content creators.- To meet Gen Z at more offline touchpoints, we showcased our “Flex Mode Collection” across ourretailer stores, Samsung Experience Stores (SES/ SPS), and Gia Studios stores.- To close our engagement loop, we maximized our retargeting capabilities to boost consideration &purchase intent for the collection via CRM, Display & Search, and Social Ads- With “Flex Mode Collection”, we successfully stirred up social discussion with 1M buzz & 3036UGC during Sep and Oct 2022.- In 1.8k units of our “Flex Mode Collection”, Z Flip 4 was incorporated into the designs - allowingGen Z to marry different trends, and mix & match different styles instead of conforming to the fixedrules of fashion. And then, it was amplified by High-fashion Models, Macro Influencers (Chau Bui)and many content creators on many social platforms.
OBJECTIVE-BASE KPI
Delivering our brand and product role via “Flex Mode Collection” turned out to be a success with thefollowing results:Gen Z Recruitment:High recruitment among Gen Z, with a significant increase of user volume (18 - 24 YO) by Sep’22: ZFlip4: 16% → 43%, Z Fold4: 15% → 37%Preference Index:Z Flip4’s PTO jumped from 47.5 to 49.2Competitor Switching highest ever: 37% (after Launch)Sellout:- 1.8K units of “Flex Mode Collection” were sold out after 2 weeks.
