Samsung Galaxy Watch6

Background

Samsung Electronics prepared a social campaign to introduce a feature of Galaxy Watch6 which helps users achieve optimal exercise purpose and intensity according to their fitness capacity. To raise brand awareness of Samsung Electronics and Galaxy Watch6, TikTok was able to show the features of Galaxy Watch6 easily and interestingly with diverse videos of global creators.

Solution

Samsung Electronics rolled out a global campaign in the UK, France, Germany, Indonesia, Korea, and Brazil by utilizing Branded Mission to drive participation of a Gamified Branded Effect, agitated via a #HRZoneWorkout Hashtag Challenge. The Branded Effect is a gamified effect, that encourages players to workout at an effort that is inline the randomised HR Workout Zone - to increase their heart rate they must "tag" as many hearts as possible within the allocated time frame. It also showed game scores at the end of the effect, so users participated several times to get higher scores. To increase awareness and drive participation of the Branded Effect, the additional integration of Branded Mission naturally prompted more influential creators to join in, increasing the campaign’s impact beyond the everyday consumer and as a result, produce videos with higher quality user-generated content for the campaign.

Moreover, to further boost this challenge, TopView, TopFeed, and R&F ads were used to draw more user participation. One of the key reasons for the success of this challenge was the creative approach. The globally renowned football player as well as Samsung Galaxy ambassador, Son Heung-Min was starring in TopView and TopFeed videos to significantly increase interest in Galaxy Watch6 and the challenge. Also, various creators from each country produced Branded Effect videos for R&F. Brand Lift Study was conducted in each country to measure the performance of Samsung Electronics' global campaign.

Result

This challenge campaign significantly contributed to increasing brand awareness of the Galaxy Watch6 series among Samsung Electronics' potential customers. The video creation through the effect recorded 15.9K creations in just 12 days. As Gamified Effects are sometimes challenging, the results are notable and have driven impressive levels of participation.

Additionally, videos created through Branded Mission showed 62.5% higher user engagement compared to regular Branded Effect videos. This indicates that creators drawn in through Branded Mission typically produce higher-quality videos, thereby drawing more user engagement. By combining challenge ad products with the campaign, Samsung Electronics was able to create better user participation videos.

The results of the Brand Lift Study for this campaign showed an 8.5% increase in brand awareness in Korea for Samsung Electronics. Considering the already high level of awareness and influence of Samsung Electronics in Korea, this result can be interpreted as further solidifying its dominant market position. Additionally, in the other 5 countries where this campaign was executed, there was an increase in brand awareness and familiarity, confirming the effectiveness at the upper funnel marketing.

Campaign Video