In 2022, Samsung, one of the world’s largest producers of electronic devices, wanted to activate a full-funnel campaign for their Mobile Experience division in Italy. This would be not for a single product but for the entire Samsung Galaxy ecosystem, which includes smartphones, tablets, wearables, and notebooks. With ambitious marketing goals, Samsung joined forces with the Amazon Ads team in Italy to deliver a campaign aimed at showcasing the features and advantages of the Galaxy ecosystem. Through this campaign, Samsung Italy wanted to generate awareness, build consideration, and increase sales on and off the Amazon store in Italy.
Samsung collaborated with Amazon Ads to develop a Christmas gift box campaign that included five different gift boxes, each tailored to a specific persona. These personas included parents, gamers, fitness enthusiasts, professionals, and students. Each gift box was thoughtfully curated with items that reflected the interests and needs of the recipient. For this activation, the campaign used Amazon’s audience insights, in addition to past campaign learnings, to help build the five personas, develop specific creatives for each one, and create consistent messaging that appeared across the entire customer journey.