Samsung became the first brand to bring Amazon Live to the U.K., launching an innovative full-funnel campaign for their new Galaxy S25 Series. Working with influential creators Moyo Ajibade and Gee Nelly alongside Luke Norbury, a Team Galaxy Expert, Samsung delivered dynamic live content that demonstrated the phone's newest features while creating multiple touchpoints across the customer journey—from their Brand Store to custom landing pages and supporting creative assets to power their marketing campaign.

Building on proven success

Samsung has successfully utilized Amazon Live for launching new products in the U.S. market segment, and compelling data supported expanding this strategy globally. With Amazon Live in the U.S., shoppers were 68% more likely to purchase from the tech category during live shopping events.¹ Samsung saw a prime opportunity to pioneer this dynamic format in the U.K. with their Galaxy S25 Series launch.

Driving measurable success with strategic integration

Data shows that shoppers who visit a Brand Store during their shopping journey observed higher engagement with a 52% lift in add-to-cart rates.² Recognizing this opportunity, Samsung strategically tapped into the new Amazon Live offering on Brand Stores for their campaign.

“Our Amazon Brand Store is where customers come to discover and purchase Samsung products, making it one of the most important destinations for our campaign marketing efforts," explains Annika Bizon, Mobile Experience (MX) VP of Product and Marketing, UK&I. "By integrating Amazon Live shopping experiences directly into this commerce environment, featuring recognizable talent demonstrating the Galaxy S25 Series' new features, we created the perfect blend of entertainment and education right where customers are ready to buy. This unique combination drove full-funnel metrics through one cohesive experience."

From an internal analysis, we observed that shoppers exposed to the Amazon Live campaign represented 32% of all Samsung sales during the campaign period.³ Even more compelling, 67% of these customers started their shopping journey after being exposed to the Amazon Live creative campaign assets, demonstrating Amazon Live's power to both initiate discovery and drive purchases.⁴

Bringing features to life through interactive demonstration

One of the live shopping content’s most compelling moments was centered around the Galaxy S25's groundbreaking Audio Eraser feature. In an engaging live demonstration, influencer Ajibade created a real-world scenario by blending tomatoes while Norbury, the Galaxy Expert, filmed creator Nelly discussing her favorite phone features. The resulting video initially captured both Nelly's voice and the overwhelming blender noise, a common frustration in video creation. However, the demonstration took a dramatic turn when viewers saw how the Audio Eraser technology could analyze and isolate six different noise factors—completely removing the blender sound while preserving Nelly's crystal-clear commentary.

Tangible demonstrations like these resonated with viewers. According to a Latitude Brand Effectiveness study, 79% of respondents indicated that demonstrations on Amazon Live provide a hands-on feel for new products, making it easier to decide if they're right for them.⁵ This high level of confidence in live shopping experiences aligns perfectly with Samsung's strategy to showcase complex features through interactive video content.

Creating memorable customer moments

The live event's interactive nature enabled unique engagement opportunities for Samsung. In a surprise moment that generated excitement, a Samsung representative joined the live chat to share an exclusive promotion with viewers. This unexpected interaction added an element of exclusivity and immediacy that traditional marketing channels simply cannot replicate. The Latitude Study observed that 82% of customers would have been likely to take advantage of this offer if it were currently available.⁶

Maximizing impact through full-funnel integration

While the live content created an exciting moment, Samsung extended its impact by producing a custom commercial with the same talent and production utilized during the livestream. This creative fueled a comprehensive full-funnel campaign, featuring a high-impact Amazon homepage takeover alongside supporting display and video creative. The campaign strategically integrated Amazon Live content across multiple touchpoints, from the Samsung Brand Store landing page to the smartphone category section of the Brand Store, ensuring customers encountered engaging content throughout their shopping journey. This approach created a cohesive experience that maintained the energy and authenticity of the live event, while delivering detailed product information and compelling promotional offers that extended the campaign’s relevancy.

Sources

1. ¹ GWI Core, Amazon Ads Livestream Shoppers U&A Q3 2024(n=324), US.
2. ² Amazon Internal Data, WW, August 2024.
3. ^3-4 Amazon Internal Data, U.K., Oct 2, 2024–Feb 4, 2025.
4. ^5-6 Latitude Brand Effectiveness Study, U.K., March 2025 (Control n=300, exposed n=300).