THE UNIQUE VALUE OF GALAXY

Imagine a regular work day where you log on to Google for a search query but instead of results, you are surprised with an “I Love You” message from your partner. This is the creative thinking that inspired our campaign. A new pack design was created featuring everyday greetings like; ‘I love you’, ‘I miss you’, ‘Thank you’ and ‘Well done’. Through a digital campaign, we directed consumers to sayitwithgalaxy.com where they virtually shared their message to loved ones using a custom hash tag ‘galaxy’. When consumers signed up to the sayitwithgalaxy.com site, listing their friend’s name and selecting a Galaxy greeting, their friend was notified to type in their name with #galaxy into Google. The friend instantly got a personalized sayitwithgalaxy message via the search result. This was the world’s first search greeting experience making the entire experience seamless, real-time and sharable.

With an investment of only $10,000 in media, we were able to generate 690 greetings in two weeks - 66% more than our expectations.

4,365 name searches, meaning recipients searched their name with #SayItWithGalaxy an average of 5-6 times.

Most importantly Galaxy’s value share was up 10% during the campaign period, thus proving the everyday gifting insight was valuable to the consumers and the business (97).

“Thumbs up on Innovation, this is the first time we see a personalized use of Google in the Middle East and in realtime anywhere else” - Marin Systems Google’s #1 search management platform.