When you think about technology and smart devices, do you see gender? At Samsung, we consider our products to be universal. We had been holding onto this consumer tenant for years and knowing that gender splits of our audience, mirror that of the market we knew that we were right.

Only problem, brand health metrics showed us that we simply did not connect with women techies. Women’s affinity levels towards Samsung phones in GCC had reached an all-time low of 28% while 53% of women were proud to own its main competitor***. It was clear that women’s loyalty to Samsung was out of habit, rather than brand love. We needed immediate action to change women’s perception of the Samsung brand.

To stay at the top of the smartphone category, Samsung had to rethink how we tailored our messaging across segments.

Nathalie Trad and Remami were at the center of Samsung communication. There was no other communication on media. Only by using the power of true and engaging storytelling, Samsung used a women’s word. The first step was the partnership with Nathalie Trad, who was designing a clutch with a little help from Samsung. After the first week, we noticed positive feedback from our female target audience. Even national media were interested in our story and invited Nathalie to TV shows, photoshoots and several different interviews. We knew we had a winning recipe and we followed this path. We invited another business lady from the region to join the conversation – Remami. She created a convertible jacket for all busy ladies, again with a helping hand from Samsung. We succeeded in being the center of media attention yet again.