Client: Samsung
Samsung redefined appliance marketing by shifting from price-led campaigns targeting distress purchases to creating personal consumer connections. Utilizing insights from Starcom's proprietary Intent Based Planning research, they focused on sponsoring and integrating products into the ever popular C4 TV show 'Sunday Brunch' which was directly fuelling an influencer campaign, fostering familiarity and trust. This strategic shift propelled Samsung into the top three searched appliance brands, boosting consideration ratings and spurring sales increases across their product range. Samsung's narrative evolved from technological excellence to a relatable, trusted presence in consumers' homes, demonstrating the power of personal engagement in brand building
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