Dubai Lynx

Samsung Jalsat Tech Livestream

STARCOM, Jeddah / SAMSUNG / 2021

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Overview

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Credits

Overview

Background

As people across the world adapted to the ‘new normal’ in an unprecedented year, the technologies that connect us became more essential than ever. For Samsung it provided a key moment to showcase itself as an influencer in the world of consumer tech and beyond.

The brief was all about being able to connect with a socially distanced audience given lockdown restrictions.

Objectives:

-Showcase a virtual product experience given lockdowns that hindered physical mobility

-Establish a trusted and credible platform for everything tech related through live reviews

-Drive live stream views

Strategy

The primary target audience was existing Samsung users and the secondary target audience was non Samsung users in order to showcase the latest tech and features to them.

We planned to be present across social channels that offered live streaming capabilities at the time.

Execution

We targeted audience interests based on the topic of the session in order to reach an audience that will be willing to watch for a longer duration.

The campaign phasing was split into 3 phases:

1) Driving awareness of the livestream that will be taking place on a given date and time

2) Promoting livestream views during the event and post

3) Promoting highlights of the session sharing a short snippet with a call to action to watch the full session

The campaign was activated on Facebook, Twitter, as well as YouTube and display.

On Twitter, we also leveraged Twitter whitelisting capability to promote influencer tweets during the awareness phase to achieve incremental reach

On Display, we activated the Google Display ad blast format which ran during the duration of the live stream with a call to action to watch now and redirecting to the livestream on YouTube.

Outcome

The Jalsat Tech livestream sessions achieved over 10 million views across the different channels and over 10 sessions in 2020.

In addition, Twitter achieved a 248% increase in concurrent live viewers between the first and second event (68k live views from first event and 149k views from second event)

Twitter MENA selected the campaign as the "best campaign for putting the home in home entertainment" and was one of the top 10 #Bestoftweets in 2020 which was published on Communicate ME.

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