Samsung

The Objective

Promoting an anticipated launch

The launch of a new mobile phone has become a highly expected event by users, tech enthusiasts and brand lovers around the world. And if it comes from Samsung, the excitement might reach epic levels. 

Aware of this reality, Samsung Peru’s marketing team planned a multi-phased campaign for the local unveiling of the new Samsung Galaxy S23 series under the concept “Share the epic”.

The goal was to keep audiences aware and engaged in every campaign phase and to generate traffic and leads once the “Unpack” phase had begun. 

The Solution

Engaging audiences through a multi-part storytelling strategy

To achieve such a demanding set of goals throughout a multi-stage campaign, Samsung Peru took advantage of TikTok’s comprehensive ad solution portfolio.

The Teaser phase featured In-Feed videos that set the tone for the campaign, letting audiences know that “Epic Nights Are Coming”.

Immediately following, the Countdown phase took advantage of TikTok's Countdown Sticker, an interactive add-on that boosts engagement and creates FOMO in audiences interested in the event. 

Finally, it was time for the big moment. The Unpack phase begun with TikTok’s major awareness format, Top View, to reach the broadest audience possible with the main campaign claim “Share the epic”, followed by In Feed videos with Instant Page. Here, they displayed Samsung Galaxy S23’s features and provided a lead generation platform without leaving TikTok.

When the campaign was over, the results had “epic” written all over them.

The Results

Providing results at all campaign phases

Samsung Peru’s plan proved to be right on target the minute the campaign was over. 

TikTok was the main source of social media traffic with 67,5% of the traffic share. It also was the 2nd largest lead generator with 4.5K leads for the Pre-Sale phase. It even provided a 9.3% ad recall rate, surpassing the local market’s benchmark.

All of these results were accomplished with a significant cost reduction when compared to other platforms in the media mix. In the teaser phase, cost savings were up to 17% and in the unpack phase, the one where big action took place, CPM cost was reduced up to 32%, proving once again TikTok’s capacity to deliver big results with reduced budgets when compared to other digital media platforms.