Samsung boasts the leading position in digital marketing strategy around the global. Its digital presence and digital convergence is pronounced throughout all product ranges, particularly in 3D TV, digital camera, and PCs.
Digital marketing campaigns adopted by Samsung captured the key elements of competition and through impactful communication promoted the brand image to an emotional high level.
‘Dedicated to Wonder’ – Samsung 3D TV launch
At the launch of 3D TV, Samsung established a new marketing platform named ‘Dedicated to Wonder’. “Digital and social marketing will be a core element of the marketing campaign. Dedicated to wonder is to communicate our value proposition. Focussing on consumer needs keeps us ahead of our competition.” The campaign, including two TV advertisements and strong digital presence was a marvelous success.
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...nbrunn Zoo in Vienna – ST1000 Digital Camera
Samsung established a unique strategic partnership with Austria’s renowned Schonbrunn Zoo, and equipped Orangutan ‘Nonja’ with the ST1000 camera to show potential customers how intuitive the ST1000 digital camera is at uploading photos onto the internet through wireless channel. A facebook account was created and a dedicated Microsite was designed for Nonja, both warmly welcomed by fans worldwide. The breakthrough marketing campaign was awarded a prestigious international CLIO award for strategic communications and public relations initiative.
Sang Jin Park, President of digital imaging business of Samsung Electronics commended: “today’s CLIO Silver award accreditation is an important milestone for Samsung and a celebration of our continuing efforts in showcasing our cameras and communications strategies with the most innovative and forward thinking campaigns in the industry. Our goal has always been to sho
camera users that our camera ranges are designed to meet everyone’s needs and the increasing demand for wireless capability, and this campaign demonstrated our success in communicating these messages direct to customers and the consumer market through our ground breaking and innovative strategies, which this award represents. It is our continuing goal to lead the way in innovation through our pioneering communication strategies, to ensure that the ease-of-use ‘Smart Cameras’ capabilities are demonstrated to a global audience of camera enthusiasts.”
Viral marketing – Samsung Note PC
For the promotion of Note PCs, Samsung adopted viral marketing strategy, promoted brand interactions by participation in the online contest and reference of contests to friends. The underlying concept was to create connection across online communities. More than 50,000 contesters participated in the competition, answering questions in order to win a Samsung Note PC.
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