Keeping smartphone consumers excited
Samsung is no stranger to the excitement of new product launches. When the brand first released the Galaxy A6 and A6+, it saw a notable spike in product interest. The challenge was maintaining that interest for months after launch and ensuring the new phones were top-of-mind when consumers were ready to start shopping.
As smartphone usage in Indonesia continues to grow, brands have even more opportunities to reach consumers looking to upgrade their mobile devices. But a growing number of users also creates heavier online competition between brands. With that in mind, Samsung and its media agency, Starcom, started looking for an efficient way to keep up its visibility and reach more users without going over budget.
Efficiently boosting unique reach
Samsung estimated that users could potentially see its ads up to eight times per day, which is higher than their desired frequency and increased costs. Unlike direct reservations, which Samsung used on past campaigns, Programmatic Guaranteed in Display & Video 360, part of Google Marketing Platform, let the company control its ad exposures across various sites. This enabled the brand to extend its budget and run its campaigns for a longer period of time without wasting impressions on consumers who had already seen its ads the desired number of times.
Successfully connecting with more users
By implementing its new buying strategy, Samsung was able to reach 4X the number of unique users at 25% of its average cost per user. The campaign turned out to be one of the most successful the company has ever run. “With all the new opportunities we now have to connect with our consumers, we are so excited to see how we can reach even more people in better ways,” said Ratna Kemuning, media manager at Samsung Electronics Indonesia.
