Drive purchase intent for the Galaxy A

Campaign Details
• Brand: Samsung
• Agency: Blueprint
• Country: Australia
Background and business problem
• Refer to Assessment 1 Client Brief.
Business Objectives:
• Achieve the #1 position within the mid-tier category for 2021.
Marketing Objectives:
• Drive purchase intent for the Galaxy A.
• Drive brand favourability for Samsung.
Target Audiences
• Primary target: Gen Z (teenagers and students).
• Secondary target: parents of Gen Z.
Digital Strategy and Implementation Summary
Our campaign was social- and content-driven, and covered a range of platforms. In the
following section, we will take you through the idea and the insights that got us there. For
now, what bears mentioning is that everything was led by the media behaviour of our Gen Z
audience. Working closely with our media agency partners, we created the following
communications strategy and identified the channels that would be key in connecting with our
audience.
Phase one: Disrupt
Driving fame for the Galaxy A by high impact social video (YouTube, Instagram stories,
Facebook).
Phase two: Invite
Driving consideration for the Galaxy A by inviting our Gen Z audience to participate with the
idea (TikTok challenges, Snapchat lenses, Instagram, Facebook).
Phase three: Convert
Driving conversion of the Galaxy A by reassuring gatekeepers (the parents) (targeted display,
video, instore, owned website).
Insigts and Strategy
Identifying where to win
Within the category, the Galaxy A didn't win on price with the likes of Huawei and Oppo
being cheaper, nor did it have the highest specs on paper. While the phone itself was packed
with great features, we knew that fighting solely on functional grounds would have us come
up short. For this reason, we set about talking to Gen Zers to identify where else the brand
could potentially win in their lives.