With the launch of the Samsung Galaxy S7 mobile, two features truly stood out – the phone's lowlight camera capabilities and water-resistance. Based on our research and existing user database, we gathered that millennials, our target audience, had an existing positive impression of the product. However, they were also sitting on the fence when it comes to purchase decision. We were tasked to increase sales by persuading this crowd with the product's 2 key features via a CRM campaign.

Videos of real users reliving their moments with the S7 are released on social media across Singapore, Taiwan, Malaysia and Indonesia. We then called for entries - asking viewers to post videos of moments they wish was captured on the S7 instead. Entries poured in over the course of 1 month. The videos and engagement took place on Facebook, Instagram and YouTube. With our GCRM data, we followed up with sequential messaging towards existing customers who have not upgraded to the S7.