Compared to the previous Tab S7 series, our Tab S8 series target users are completely different. The tech-savvy & explorative Gen MZ (Young Millennials & Z) were our target audience with the aspirational bullseye of Tech trailblazers - pioneering savvies who want the best technology which Tab S8 series can rightfully serve. From there, we observed Gen MZ. This generation takes Work & Play to another level. Whether it is daytime or nighttime, they are proactively doing what they love & achieving new heights. For Gen MZ, by doing more, they can earn more out of life. This, hence, creates their need for a tech product to assist them to multitask beyond conventional boundaries. This is where the rule-breaking Galaxy Tab S8 series can be of assistance to a rule-breaking generation.

Based upon Samsung’s global communication, we navigated our creative localization strategy by asking what local possibilities Samsung Galaxy Tab could break in Vietnam. Through dissecting different local levels of rules, we discovered one relevant setting, which was that in Vietnam society, everything is engineered to work within the daytime rush. However, for Gen MZ, the best thing can also happen at night. It's when they could thrive and rule their own life experiences. As those who live by their own rules, rule the night. So we said “Let your night side rule”, empowering MZ to break free from the conventions of Work & Play with the rule-breaking Tab. This sets in place our creative social execution. With 2 stages, we aim to introduce the Tab's rule-breaking features first, then involve MZ to try the product experience & at the end, sustain with social content that speaks directly to people with purchase intention. Stage 1: The rule-breaking Tab We strongly partnered with TOLs (tech-opinion-leaders) & relevant intermediaries through Social Outreach & Brand channels to concretely build up knowledge about breakthrough product features, and excitedly triggered consumers about an exotic upcoming duo of Samsung Galaxy Tab & Phone. Stage 2: Let your night side rule with the rule-breaking Tab We then released Featured lifestyle videos, starring rule-breaking influencers to create buzz on YouTube and Facebook. This was followed by mobile-friendly social cutdown versions to help amplify the campaign’s message at scale. We shortlisted relevant YouTube content and channels that spoke to GenMZ’s passion points and maximized the brand’s share of voice there. Besides, we leveraged branded content posts on owned channels and especially encouraged authentic video reviews on Tiktok. To capture more engagement, we created an online UGC contest and featured all selected artworks friendly for mobile users. Sustaining the conversation, we released a series of short-form on Social Outreach & Brand channels, retargeting users from websites & branded posts to e-commerce for pushing sales.

We went full funnel for this campaign with digital-focused touchpoints and all assets were executed across all top social platforms (TikTok, Facebook, YouTube) to capture the whole consumer journey from awareness, and engagement to purchase. We also heavily allocated our budget to mobile-exclusive display ads that ran across public media channels. There were different goals for content delivery at each phase. First, we focused on delivering product-centric content to educate consumers on breakthrough product functionalities. Then, we dialed up to more lifestyle-centric activities to show relevance later on. Phase 1: Leveraging breakthrough product features triggering for Gen MZ through SO (social outreach) & SMC (brand channels) with product-centric content, led by TOLs & resonating in sales channel Phase 2: Highlight how groundbreaking product features help gen MZ rule the night with lifestyle-centric content, featured lifestyle videos & UGC contest Phase 3: a series of short-form on SO & SMC channels were developed to sustain the conversation, retargeting users from websites & branded posts to e-commerce for pushing sales Besides, lower funnel channels such as websites & CRM promoted these products with promotional schemes to drive sales throughout. Finally, to close the loop and drive purchases, we include CTA links across channels, making sure our target audience were fully driven. For media maximization, we assessed weekly how our content performed across all media channels, including social channels and took rolling revised actions to ensure our content caught up well with netizens. Data also played a significant role in this phase, helping Samsung Tab to retarget the online audience segment with relevant messages. Flawless integration of tech & data boosted conversion rate and delivered buzzing conversations as a result.

Our campaign’s utmost objective was to create demand in the current saturated market through relevant communication. This led to our second objective which was increasing the attachment rate among Galaxy Base. By doing those, we defined our ending objective was to dominate the market in the Premium Tab category. In a short period of 3 months, our campaign well exceeded expectations with deserving results. In terms of business, we successfully brought Samsung Galaxy Tab to the market leader with impressive numbers. Our Galaxy’s tab market share increased by 8 points, and our business grew by 84%. Within the industry, this one was also the first Tab campaign recording the most resounding number of buzz generated, at 260,371 buzz, giving it the No.1 campaign with buzz amount in the Premium Tab category. Among that buzz, we proudly achieved excellent consumer affection results through a 98% positive sentiment score recorded, and over 4.6 million engagements from Gen MZ throughout our projects. Noticeably, our Galaxy Ecosystem has become stronger than ever with an astounding increase of 112% in the attachment rate, far exceeding our expectation. Gen MZ now see Tab S8 series as a rule-breaking innovation to help them rule their time & Galaxy Phone users see Galaxy Tab as a quintessential device in their tech ecosystem.