Samsung Tv – The Sero
USA
Samsung invested in innovation to target Gen Z and Millennials when it comes to TV. We were informed of this campaign and within a week we had created materials, announced the campaign, and pre-selected qualified insiders who met the criteria for these products.
Samsung received all reviews within 3 weeks of product delivery. Reducing the time to receive organic reviews from 45 days to 21; gaining 24 days of traction, interest, and quality reviews being live on the website.
THE BRIEF
Samsung was aiming to revolutionize television experiences with its innovative Sero and Serif TVs. The Sero TV, meaning “vertical” in Korean, was designed to seamlessly switch between landscape and portrait orientations, catering to the growing trend of mobile content consumption. It targets millennials and Gen Z, who prefer consuming social media and mobile videos on their smartphones. On the other hand, the Serif TV emphasizes aesthetics, featuring a unique design that resembles a free-standing art piece. Samsung’s intention was to merge technology with home decor, appealing to design-conscious consumers who value both form and function. With the Sero and Serif TVs, Samsung strives to redefine the traditional television concept, offering personalized, immersive, and visually appealing experiences for diverse user preferences.
Our brief was to create trust while increasing sales and momentum, through ratings and reviews, right after the product launch.
THE APPROACH
Our Samsung Sero and Serif campaign was launched a day after the product announcement in the United States. Within less than 24 hours we received hundreds of tech-savvy Insiders who were interested in participating. We were able to create significant traffic to Samsung.com through our campaign landing page and blog.
We carefully curated an entry survey that allowed us to create filters to only select the most qualified personas for the campaign.
THE STRATEGY
We created a fast-paced and engaging opportunity for Insiders. We selected lifestyle images that were interesting to the eye to create curiosity and engage in conversation.
Insiders were provided with a Campaign Guide with all the product and campaign details. We also aided in customer service while training our Communications Team on how certain features of the product operated.
We moderated all reviews received and encouraged social media posts, which lead to an increased engagement of the community.
HIGHLIGHTS
Over the 4-week campaign period, we were able to over-deliver Review Content by 140% and achieve 80% of User Generated Content within all reviews. Our average rating was 4.9 and our average word count exceeded 145 words against organic reviews.
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Want to grow sales with Insiders UGC?
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