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GALAXY Z FOLD2 CAMPAIGN

25 September - 30 October 2020

Project Name

Galaxy Z Fold2 Local Launch Campaign

Objective

Full-funnel campaign

  1. Cold: Build salience for Galaxy Z Fold2

  2. Warm: Create undeniable desire for Galaxy Z Fold2

  3. 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).

  • Social

  • Display

  • OOH

  • TV

  • OOH

Creative

CREATIVE

Galaxy Z Fold2
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