Cannes Lions

SAMSUNG S5 #EXPECTMORE RANTS

R/GA, New York / SAMSUNG / 2015

Case Film
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Overview

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Credits

Overview

Description

The branded content was distributed through Samsung’s global YouTube channel to a global audience. Standard guidelines and regulations applied but none were specifically relevant to the work.

Execution

The content was posted to the Samsung Mobile YouTube channel. Three individual posts on their Twitter and Facebook channel were used to drive additional traffic, but no paid social posts were used.

Outcome

The videos earned over 4MM views on YouTube and an incremental 19.4MM impressions through social conversations. A Vizu survey (N = 2.500) found 45% of respondents that could relate to the frustration shown in the videos. Over 45% of those in the market for a smartphone were (somewhat) likely to purchase an S5.

According to Google Display Benchmarks, Consumer Electronics ads within the specified timeframe worldwide drove a click-through rate of .11%. To put this into context, the average CTR of #ExpectMore banner ads was 4 times better than the benchmark, and the top banner ad had a CTR up to 6 times better. Rich video ads had a CTR 12 times that of the benchmark, with the top video ad producing a CTR a whopping 28 times higher than the benchmark. These results clearly show how the content was successful in creating a meaningful emotional connection with an audience that is tired of the feature

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