Samsung was adding six more countries to its campaign, so it needed a powerful, enterprise-grade marketing technology partner to support all the pre- and post-launch activities for the Galaxy S7 model in Europe. The stakes were high: It was targeting over 30M people speaking 26 different languages in 23 countries.
The Samsung marketing team wanted to generate pre-launch buzz and excitement around the new product, identify prospective buyers, keep them engaged, drive prospects to purchase, and then follow up with successful onboarding to optimize the satisfaction rate. This required an integrated solution that could support these goals across all channels.
Each goal had a subset of smaller goals to ensure the campaign’s successful outcome, which was to beat last year’s performance on pre-orders, increase sales both online and offline, and improve customer satisfaction rates. For example, at the pre-launch stage, Samsung wanted to:
Convince Samsung smartphone users to upgrade
Promote the premium upgrade creatively (e.g., “the new dimension”, “rethink Samsung”)
Make switching as easy as possible
To deliver the right message to the right prospects at each stage and for every goal, Samsung turned to its trusted omnichannel engagement provider. Selligent provided all the functionality Samsung needed for the campaign, including advanced segmentation by multiple data sets, real-time optimization, A/B and multivariate testing, and contextual personalization based on the campaign’s feedback and results in real-time.