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Samsung uses Amazon Advertising to support new product release

The challenge

Cut through a competitive, cluttered media landscape to drive awareness of the Samsung Galaxy S8 phone in five countries across the EU.

The solution

Leverage the multiple touchpoints across Amazon to reach potential customers in a holistic, cross-screen campaign with custom elements.

The results

Samsung generated excitement ahead of the phone’s release by live-streaming a Galaxy S8 release event on Amazon and supplying midnight delivery of the phone through Prime Now. The campaign drove EUR 6.35 ROAS (return on ad spend).

Amazon offered the S8 phone via special midnight delivery with Prime Now. They reached a large audience through a homepage takeover, Amazon Fire tablet and Fire TV devices, programmatic in-stream video, a campaign landing page and accompanying cross-screen media on and off Amazon, across five locales simultaneously.


A special midnight launch event, eight days ahead of the official street release date, signalled that Amazon customers were able to unbox their phones within two hours of ordering, thanks to Prime Now delivery in select European cities.

In addition to prominent branding across the Amazon site, Samsung used media off Amazon to increase the reach of their campaign and leveraged in-stream video to communicate the benefits of the Galaxy S8 phone. A 79% video completion rate, which was 8% above benchmark, demonstrated that Amazon had helped Samsung find an engaged audience.

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It was truly exciting to work with Amazon on a bespoke launch plan for our latest Galaxy flagship smartphone that encompassed many new elements never implemented before. The team worked to our brief, creating custom solutions that would support and enhance our wider marketing campaigns, implementing at speed and scale across all five countries. [The campaign was] evidence of the collaborative approach taken and how both Amazon and Samsung can create new customer experiences together.– Miranda Hayward, Senior Manager, Samsung EHQ