We created an original comedy in the form of a six-part series. Comedians Katherine Ryan and Joel Dommett play fictional versions of themselves on the set of a new lifestyle series, ‘The Good Life, With Katherine Ryan’. Katherine is the dominant host in their relationship, while Joel is very much the second fiddle, although angling for higher billing. 

Set in Katherine’s kitchen our scenes are filmed between takes. Spending more time in close proximity than usual, Joel’s attempts to impress Katherine, mostly through terrible puns, only succeed in winding her up, while their domestic differences threaten to boil over at any moment.

As they get to know the new appliances better, they come across a variety of practical benefits that each help to diffuse a situation. Key products including the FamilyHub fridge, AddWash washing machine, Dual Cook oven and even the induction hob with removable knob, feature throughout.

The Domestics marked the first time Samsung had engaged influencers to support home appliances marketing. Our headline talent, Katherine Ryan and Joel Dommett, acted as campaign icons, enabling us to drive the audience to hero episodes on Samsung’s owned channels and distribute platform-specific content directly to their audiences - driving deeper engagement and conversations around key plot points.

Two top-tier, four mid-tier and seven micro-tier influencers created 33 pieces of content across the campaign. Each had been briefed to take a moment from one of the episodes, e.g. whether or not you should keep butter in the fridge.

Activity ran across an eight-week period, treating each week’s episode as a new launch, with a hero asset supported my multiple cut-downs, stills and GIFs distributed across owned, earned, shared and paid channels.

The Domestics reached 9 million AB adults in the UK, including 131m impressions, 32m 30” views (104% above plan), 16m completed views and 74k social engagements. 

Influencer activity exceeded all KPIs:

352,590 engagements (54.9% over target)

8.6m opportunities to see (186% over target)

14.22% engagement rate (18% over target)

Crucially, measured against key business objectives, The Domestics showed a clear 10-point rise in unaided awareness in the premium category and was able to show a long-term impact beyond the paid media window, rising to 13 points by the year-end. This achieved the aim of making Samsung top of mind for premium AB consumers. 

We developed a six-point strategy to drive awareness and engagement:

Be disruptive – Stand out within a traditionally low-interest category

Be relevant – Tap into genuine consumer insight that compels viewers to say “That’s so us!”

Be engaging – Move beyond product features and create entertainment

Be meaningful – Show we understand the role our innovation plays in resolving everyday tensions in the home

Be premium – Tap into premium consumer values of Freedom, Pleasure and Happiness

Be where our audience are – Ensure the content is served wherever consumers naturally consume content

A YouGov study polled the nation’s biggest domestic tensions, we mapped these findings against Samsung’s core target audience of premium consumers (80% 35-65, 90% couples, 62% AB, 40% with kids).

Looking at their media consumption habits, we could create a bespoke network of influencers and publishers who could help to distribute the content and drive the conversation.

Compared to mobile and TV, consideration for Samsung’s home appliances is low. Consumer purchase cycles are much longer, up to seven to ten years - so we had to build lasting awareness of Samsung’s range for new potential customers, while making our products and offering distinct from the established white goods manufacturers.

Prior to 2017, Samsung had begun to shift the dial in consideration through Channel 4 sponsorships. However, we were tasked with reinvigorating and disrupting the DA category with the core objective of driving awareness among a premium audience of 35-65 AB couples.

In an environment where consumers are more resistant than ever to traditional advertising, we had to get their attention. So we sought to create an emotional connection with people though relatable, comedic situations that our target audience could identify with, creating natural talking points in social channels.