Samsung

As part of tracking work with Samsung UK, there was a need to conduct a deep dive on their flagship launch campaigns, to understand the ROI of each element of the campaign, what is working hardest for the brand and which media channels were not performing to the desired level. Ultimately, our research helped to inform the UK teams media and marketing strategy.

The Challenge

The Samsung Galaxy flip/fold represents the top tier of next generation folding smartphones, creating and growing a new category within the mobile phone market.

The latest UK Z Fold3 and Z Flip3 series launched in November 2021 amidst the challenging conditions of a post-pandemic market, and on the eve of formally leaving the EU.

Against this unique economic backdrop, and with a £20m UK marketing budget at stake, Samsung needed to understand how to maximise awareness, drive sales and maintain its number one market position.

Our approach

Savanta adopted a longitudinal research approach, designed to flex with Samsung’s business needs. A daily advertising tracker enabled Savanta to collect data to identify and address the relevant challenges that occurred at key points throughout the campaign.

The mission was to integrate research data and utilise our bespoke Campaign Optimiser platform and Key Driver Analysis to enable Samsung to continually review key marketing activity, track performance metrics, and influence future marketing activity at an audience level.

Campaign Optimiser – which uses a combination of regression analysis and shapley values – helps to understand what contribution each media channel is providing for different KPIs. By uniquely modelling the impact of dialling channel spend up and down we could maximise the impact and efficiency of any campaign spend

The outcome

The Campaign Optimiser model accurately enabled the team to review and adapt subsequent campaign activity, by modelling and predicting ROI from different media laydowns.

We were able to get an important read on activations that normally can’t be covered, such as Influencers and PR stunts

The Samsung Z Fold/Flip 3:

• Recorded record sales of five times the Z Fold/Flip 2 (analysts predicted two times).
• Achieved 100% customer perception uplift over the campaign
• Doubled campaign recall YoY, despite a similar level of media spend
• Model awareness increased from 6.6% to 22.9% at its peak
• Consideration increased from 0.9% to 5.8% at the end of the campaign

Savanta’s research provided invaluable insights to inform our marketing campaign strategy. Sales uplifts demonstrate the importance of this work in driving real business success.

Rupesh Patel, Head of MX Consumer and Market Insights, Samsung UK