Time for a comeback:

Samsung, whose Note Series phones established the ’Phablet’ category, saw their position erode along with consumer trust as a result of the Note7 recall. But in late 2017, Note was set to make a comeback. The Note8 was Samsung’s most sophisticated phone, boasting a number of engineering firsts. However, Apple’s iPhone X was launching right on its heels, and it was competing for the same audience segments, at around the same price point.

Objective:

Our job was to revive trust and establish the product as essential for consumers by tailoring messages for the local market and to the individual.

We did this by developing dynamic digital Micro-Segmentation that identified high-propensity targets, recognizing the nuanced lifestyles they lead in each of our markets and then developing personalised messaging just for them. All with the ambition of driving sales and surpassing benchmarks set by S8 (Samsung’s flagship phone).

In just 8 weeks, and across 5 SEA markets – Philippines, Thailand, Vietnam, Malaysia and Taiwan, we deployed over 40 different data targeting strategies.

1. Hyper-relevant messaging, all on the fly

We matched micro-segment interests and behaviours to customised creative assets for their entire journey – from video, social display, and website landing pages - targeted them with the right message, at the right moment, resulting in over 3,500+ ad variations.

2. Complex device targeting and sequencing

Targeting kicked off with a combination of demo, interest and keyword data; while users in ‘active evaluation’ were targeted with in-market and telco data. We identified users who were on devices that were over a year old, and developed re-marketing strategies using Samsung’s online and offline to re-engage high-intent users.

Finally, device targeting was used to identify key models and exclude recent upgraders and lower-tier handset users.