Samsung maximizes its marketing strategy by reaching new audiences
Samsung is one of the world’s largest producers of electronic devices, including TVs, smartphones, tablets, and home appliances. The company has become one of the most recognizable names in technology, and it produces about a fifth of South Korea’s total exports.
Engaging new audiences for the launch of a new business TV range
Samsung had developed a range of new Business TVs with high-quality screens and easy-to-use software dedicated to business-to-business (B2B) services, including restaurants, shops, schools, hospitals, and hotel receptions, as well as bars and pubs. Samsung wanted to reach new B2B audiences from across these services for its Business TVs launch in Italy. The brand required a plan that would enable them to reach and engage the new B2B audiences, and share the benefits of the newly launched TVs.
Integrating the new B2B audiences across the customer journey
Samsung developed a strategy with Amazon Advertising to introduce the TVs to new business customers, and engage the most interested audiences over a three-month period. For the first time, Samsung’s Information Technology division ran a video solution using Amazon’s Video Creative Builder and Standard Video to launch a video commercial promoting the new TVs. With Amazon DSP, Samsung shared the video with Amazon’s B2B customers and Standard Industrial Code (SIC) audiences that were key to the campaign.
To complement the video campaign, Samsung ran B2B sponsorship on Amazon Business by showcasing desktop and mobile banners on Amazon Business. Samsung used Amazon DSP both on and off Amazon Italy’s website, amazon.it, to deliver display static banners that linked to its brand Store. Samsung completed its campaign by remarketing dynamic e-commerce creatives that featured links to detailed product pages to help already-engaged audiences make informed buying choices.
Out-performing benchmarks and identifying a range of new audiences
The video campaign achieved an average video completion rate (VCR) of 77% on Amazon DSP compared to Amazon’s 72% VCR benchmark*. The inclusion of the new B2B customers out-performed Samsung’s initial goal. Standard Industrial Classification Code (SIC) audiences in wholesale, retail, finance, transportation, and general services were the drivers of the performance, with an 82% VCR.
– Daniele Patisso, Head of Marketing Visual Display & Storage at Samsung Electronics Italia.Working with Amazon Advertising enabled us to optimize our marketing strategy by introducing new B2B customers into our Business TV launch plan. The video campaign proved to be extremely effective in getting results, as evidenced by the 77% VCR average and our top performing 82% VCR average achieved from five new SIC code audiences.
*Amazon Italy video completion rate (VCR) TV category 2019/2020 benchmark