The tablet market is congested and competitive. The challenge was to pull off an integrated launch for Samsung amidst a legal battle between Samsung and Apple. This meant a gap of 6 months between launch and availability.The campaign ran from March to September and combined established tools (press trip, press releases, review programmes) with a twist: a focus on ‘girl geeks’ as ambassadors. It resulted in extensive quantitative online and print coverage, and more importantly a rise in support for the Samsung brand and tablet across social media.

Phase 1: February – At the international launch at the Mobile World Congress, the Belgian team hosted journalists for exclusive one-to-one interviews and demos;Phase 2:April – Exclusive partnership with a local telecom provider made the Tab 10.1.v (beta version of the 10.1 tab) temporarily available as a ‘taster’.Phase 3: May/June – Key journalists given exclusive trial with a Tab 10.1.

Phase 4: July/August – Partnership with the Brussels Girl Geek Dinners to give 70 online influencers an exclusive preview.Phase 5: Strategic adaptation in September – Belgian availability press release.As sales of the Tab 10.1 were on hold internationally, the media were convinced the product would die a silent death. We brought the release forward to show that Apple did not have a dominant position in every country. Together with the release, the availability of the Tab 10.1 was also communicated across all Samsung’s social media channels.

• Now ranked number 3 in the market and poised to take the number 2 spot;• Over 500 pieces of coverage in just 6 months;• Extensive coverage in all major dailies and 63% in target tier-one titles;• Just under 150 hits in consumer lifestyle media;• 30 reviews secured and more than 50 requests;• 12,744 mentions during the event; • 60 blog posts written;• Positive media coverage worth €2.5m (AVE).