SAMSUNG GALAXY S6
Local Digital Idea
• Samsung innovations are the core from the
competitors. But audience is simply not awared of
them!
• From the first glance, audience typically perceive
most of the Samsung innovations as useless and not
motivating to buy, but…
• As soon as WE educate consumer, provide him with
some experience, and deliver exact RATIONAL benefit
for each innovation, they become reason to buy
WHAT WE HAVE LEARNT FROM SAMSUNG GALAXY S5!
Even iPhone loyals are unhappy with Apple loosing innovations edge
Samsung is the most innovative brand
Our objective to change Apple in terms of Top Of Mind
• Samsung is clear leader in terms of sales • While Apple is still leader within consumer minds • But Apple is loosing it’s “momentum”
Let change consumer’s mind with Samsung Innovation
WHAT WOULD INNOVATION WE HAVE ON SAMSUNG GALAXY S6!
A BETTER BODY FASTER CHARGER
4K Display
Special Feature – Retina Scaner
BIG IDEAOUT OF THE BOX, THE NEXT GALAXY YOU LOVE
– SAMSUNG GALAXY S6
After the campaign, 1mil Vietnamese people have experiencedhave experienced and confirmed
Samsung Galaxy S6 – the next Samsung Galaxy they love
DIGITAL ACTIVATION TACTICS
DIGITAL PLAN
Teaser Engagement Sustain
Before Global LaunchReady for Local After Local Launch
Create the curiosity & desired about Galaxy S6 from lead info during global launch
Create a big buzz at local via Local launch & Local Digital Activities. Drive to sales
Sustain the interests & Drive to sales
TEASER – DIGITAL ROAD MAPBefore & After Global LaunchBefore & After Global Launch
Online Forums Online News Facebook Channel
Prepare for Local launchPrepare for Local launch
Release leaked info about the next innovation from Samsung:- Feature- Design- Powerful features
Cooperate with as much as possible Online Forums/News/Fanpges/Groups to create the curiosity & desired about Samsung Galaxy S6
Hot-Fanpages
Samsung Product – FB Group
Release leaked info about the next innovation from Samsung:- Feature- Design- Powerful features
Join and share the articles from Forums/Hot-fanpages to other Members
Live-Stream Offline for HN, HCM, Can Tho, Da Nang
The first-time ever, the big Offline Live-Stream for all the big Cities to gather all the big fans from the most 20 active Forums to create a big Buzz on the Market
ENGAGEMENT – DIGITAL ROAD MAPReady for Local LaunchReady for Local Launch
Before Local Launch
Local Launch After Launch
Online Forums (top 20 forums)
Product Review & Hand-on
Do Live – Streaming the Local Launch Event on top 5 forums
Engage with “SAMSUNG GALAXY S6 – THE NEXT GALAXY YOU LOVE!” – Testimonial Online Activity
SustainSustain
Lifestyle / Product Usability Content
Kick-off 1st Product Sale on top 5 forums
Always-on MEDIA SUPPORT / OWN CHANNEL SUPPORT:1.MASSIVELY AWARENESS: Online Banner (Popular News in VN/ Facebook Channel / GDN…) , SEM , and EDM2.Samsung Mobile Vietnam Facebook Channel, Samsung Mobilet Vietnam YouTube
SUSTAIN – DIGITAL ROAD MAPSustainSustain
Online Forums (top 20 forums)
Engage with “SAMSUNG GALAXY S6 – THE NEXT GALAXY YOU LOVE!” – Testimonial Online Activity
Lifestyle / Product Usability in multiple formats:- Video- Interactive Info-graphic- “Experts” Box on top 5 forums for specific “Samsung Galaxy S6”
Always-on MEDIA SUPPORT / OWN CHANNEL SUPPORT:1.MASSIVELY AWARENESS: Online Banner (Popular News in VN/ Facebook Channel / GDN…) , SEM , and EDM2.Samsung Mobile Vietnam Facebook Channel, Samsung Mobilet Vietnam YouTube
Multiple Activation at store on big Cities to drive for Sales
ENGAGEMENT DIGITAL ACTIVTY
SAMSUNG GALAXY S6 – THE NEXT GALAXY YOU LOVE!
Idea:Convince consumer via direct experiences on Samsung Galaxy S6 and confirming on it.
Digital is the opportunity
to convince and convert our target audience to the Samsung Galaxy s6
and get advocacy out of them!
Pre-store At Store Convert Advocate
CONSUMER PURCHASE BEHAVIOR
THE USER JOURNEY
Have you tried Samsung Galaxy S6? Which feature you like most?
Have you tried Samsung Galaxy S6? Which feature you like most?
I DO
Have you tried!
Push every 6 minutes
for the new
Testimonial faces on
the Digital Billboard
Push 3 times per days
for any Online Banner
the new updating for
Testimonial Faces
HOW TO EMPLIFY THE TESTIMONIAL TO SOCIAL
• GDN• Online Banner on Popular New Sites
HOW TO REMARKETING TO WHO INTERACTIVE WITH US FROM 1st PHASE?
remarket with in-store coupon offer
remarket with coupon offer
remarket to build awareness and top of mind of our new product
remarket as part of reputation management -push positive content via text ads / visual ads
remarket to say Thank You for them making the 1 million celeberation mark
remarket to convince them to make the switch
CRITERIA REMARKETING APPROACH
KPI & BUDGET
Teaser Engagement Sustain
• No. of Articles on Online Forums: 200• No. of Buzz: 3,000
• No. of Articles on Online Forums: 500• No. of Buzz: 14,000
•No. of Articles on Online Forums: 200• No. of Buzz: 3,000
No. of Testimonial Submission: 1,000
* This KPI is organic without Media support
THANK YOU