GALAXY Z FOLD2 CAMPAIGN
25 September - 30 October 2020

Project Name
Galaxy Z Fold2 Local Launch Campaign
Objective
Full-funnel campaign
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Cold: Build salience for Galaxy Z Fold2
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Warm: Create undeniable desire for Galaxy Z Fold2
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Hot: Drive conversion of Galaxy Z Fold2
Inspire and emotionally connect via high impact channels that align to our premium positioning. Environments that enable storytelling, deliver efficient reach at scale (Social YTMHs, TV, etc.) and AO digital to nurture our audience through the funnel.
Tactic
To build the foldable category we needed to reach mass audiences across a variety of channels through the funnel while providing compelling reasons to ditch the “flat phone”.
Rationale
Audience
Creative target: The Modern Luxury
Media target: Mass - Upgraders and Switchers
Results
Galaxy Z Fold2 lead indicators showed improved market reception (YoY) through the full funnel from awareness through to conversion (daily search average, website sessions, and intents, respectively).
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Social
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Display
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OOH
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TV
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OOH
Creative
CREATIVE
























