B2C? Samsung had it covered - with the widest choice of devices and strong sales. However, as a challenger brand in B2B it was a different story, with awareness and favorability seriously lagging (market share gap vs. Apple = 27% on average and 45% in Financial Services). What’s more, the workplace was undergoing huge shifts - and business decision makers (C-Suite, ITDM) were anxious. Samsung desperately needed to articulate a compelling Galaxy for Work proposition and position the brand competitively in key verticals - in a way that would raise awareness and drive growth. Amid such turmoil however, we needed something that would shake up the status quo and get decision makers to not just take notice of Samsung - but entrust us, too.

Our big provocation: Table tennis, free hot dogs, or better tech?

Our rallying reply: Give your team better tech. Samsung Galaxy for Work.

In a series of cheeky mockumentaries (shot by renowned comedy director Stacy Wall), social cut-downs and comedy-native GIFS, we boldly and cheekily pushed against the heavily-debated and despised culture of superficial work perks to prove that it’s actually the capabilities of Samsung tech that make the work more rewarding for workers and ultimately retains them – a critical imperative for bosses during the Great Resignation.

We had fun making one for finance with make-believe company ‘Silverglate Investments’ (as finance holds our highest market-share gap with competitors) and another for government via ‘Station 8’ (fastest-growing sector). And hidden in the humor was our 2-minute-long product demos – dramatizing the real-life case studies of Galaxy at Work tech in action from rugged Tablets to push to talk features etc.

We built our creative solution on these audience insights for maximum relevance:

1. Productivity ? Retention:

Amidst the Great Resignation of 2021, business leaders face a bigger challenge than productivity: retention

(which means repositioning Samsung tech as the ultimate retention-tool versus another productivity-maximizer)

2. Bosses ? Workers:

Because of these mass resignations, workers – not bosses – hold the power today

(which means we needed to side with employees, not just CEOs)

3. Superficial Rewards ? Rewarding Work:

What really retains workers isn’t superficial rewards like free food, swag… but doing the most rewarding work of their lives

(giving us the cultural norm to push against and replace)

4. Perks ? Tech:

Tech helps more than perks (#1 driver of job satisfaction vs #5 vacations) and Samsung tech especially could help people do more rewarding work

(but how do we tangibly show how in a way people want to watch?)

First, we launched the films on Youtube and the Samsung Galaxy for Work page.

Then, we flooded the LinkedIn feeds of both C-Suite (bosses) and IT-decision-makers (workers with new influence and power) of top finance and government companies’ with funny short GIFs from the films – driving them to watch their respective full films. These GIFs disrupted the usual seriously-professional LinkedIn feeds with levity and were begging to get shared.

After they’d seen the film, we retargeted leads with short social videos showing the best use cases of the tech from the original film to educate while still entertaining (and not jumping straight to the product hard-sell).

Finally, we closed the deal with gorgeous product ads and info – but that still kept the heart and humor with copy like “Hey ITDMs, show this Galaxy X Pro picture to your boss at your next career conversation. You deserve better tech."

The campaign was wildly successful, driving awareness for Samsung B2B, contributing 37% lift in sales in US and 13% in EU at a whopping overall campaign ROI of 2651%.

Winning C-suites and IT-decision-makers is notoriously expensive - but our message and humor drove organic views and shares 3x of industry benchmarks, KPIs – saving Samsung half a million dollars in investment ($434,727). It also more than doubled traffic to Samsung’s B2B website vs. previous year (3.3m visitors) and has since received over 2 million views and counting, driving positive sentiment towards Samsung’s brand and tech:

“This is such a fun commercial! I went out of my way to tell you guys that! I enjoyed this so much!”

“Man, that Hot Dog machine looks epic. I'll take that and a Tab S8 Ultra to go please.”

Most importantly, Samsung is helping new client businesses retain 49% more employees with better tech.