Little moments, bigger things

Details
  • Agency : DIGITAS Singapore and Publicis Singapore
  • Place : South East Asia
Advertiser :
  • Samsung is a South Korean multinational electronics company
Objective / insight
  • Samsung was about to launch Note8, and according to its marketing strategy, it is a phone “for everyone”.
  • Samsung thinks its target audience varies in behavior. In order to reach for “everyone”, instead of relying on just one big insight, Samsung identified hundreds of little ones that differentiate consumers through micro-segmentation.
Implemented strategy
  • 1, Hyper-relevant messaging, by matching micro-segment interests and behaviors to customized creative assets for their entire journey – from video, social display, and website landing pages – targeted them with the right message, at the right moment, resulting in over 3,500+ ad variations.
  • 2, Complex device targeting and sequencing Targeting kicked off with a combination of demo, interest and keyword data; while users in ‘active evaluation’ were targeted with in-market and telco data. Brand identified users who were on devices that were over a year old, and developed re-marketing strategies using Samsung’s online and offline to re-engage high-intent users.
Technology implemented
  • Based on local market data and optimized via DCO, 40 data-driven targeting strategies delivered over 3,500 permutations of personalized hyper-relevant content/ads to high-propensity audiences.
  • While users in ‘active evaluation’ were targeted with in-market and telco data. Brand identified users who were on devices that were over a year old, and developed re-marketing strategies using Samsung’s online and offline to re-engage high-intent users.
Results
  • More than 200% of the previous S8 campaign’s ad click performance
  • 33% reduction in Cost Per Visit (CPV),
  • 64% increase in Sales Engagements
  • 31% improvement in costs
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