Samsung Marketing
About the project
Problem
Samsung is launching a new product and requires a comprehensive promotional campaign to effectively market it to both B2C and B2B users across multiple touchpoints. The campaign must provide seamless access to relevant content and information to engage users and drive them towards making a purchase.
For the B2C segment, the campaign should focus on creating an immersive, visually-appealing experience that highlights the product's features and benefits in a way that resonates with individual consumers. This could involve the use of eye-catching visuals, interactive demos, and personalized content to showcase how the product can enhance the user's lifestyle or solve their specific pain points.
Conversely, the B2B version of the campaign will need to take a more consultative approach, providing in-depth product details, use cases, and ROI analysis to convince business decision-makers of the value the new offering can bring to their organization. Ensuring a consistent brand identity and messaging across both B2C and B2B touchpoints will be critical to maintain credibility and authority.
Furthermore, the campaign must be designed with responsiveness in mind, seamlessly adapting to the diverse range of devices, screen sizes, and user scenarios that customers may encounter. This will maximize accessibility and convenience, making it easier for interested parties to learn about and ultimately purchase the new product.
Our Project Team
Creative Director (Eric W.)
Marketing & Analytics Team (3 members)
Visual Designer (Katie W. - Self)
User Acceptance Testing Team (2 members)
Role & Deliverables
User Experience design
User Interface design
Graphic & motion design
Wireframes & prototypes
Web Page & email design & development
Mobile design
UAT
Objective
The primary objective of this ambitious project is to conceptualize and bring to life an innovative new product offering from the globally renowned technology brand, Samsung. This will require a truly comprehensive and multi-faceted promotional campaign to effectively market and position the product for success with both business-to-consumer (B2C) and business-to-business (B2B) target audiences. The campaign must leverage a diverse array of touchpoints and channels to reach these distinct user groups in an impactful and resonant way.
For the B2C segment, the focus will be on crafting a visually striking and emotionally compelling marketing narrative that highlights the product's cutting-edge features, intuitive user experience, and lifestyle benefits. This could involve anything from eye-catching social media content and immersive digital experiences to traditional advertising placements and experiential events that allow consumers to interact with the product firsthand. Conversely, the B2B strategy will need to emphasize the product's enterprise-grade capabilities, seamless integration with existing workflows, and long-term cost savings and productivity gains. This might manifest through targeted outreach to key decision-makers, in-depth product demonstrations, and collaborative partnerships with industry influencers. Ultimately, the goal is to create a cohesive, multi-channel campaign that builds genuine excitement and demand for this new Samsung product release across both the consumer and commercial landscapes. Doing so will require a meticulous, data-driven approach combined with a keen understanding of each audience's unique needs, pain points, and decision-making drivers.
Underpinning the entire promotional effort should be a strategic marketing approach that leverages data-driven insights to optimize the campaign's impact and influence a significant increase in sales for the new Samsung product. By meticulously planning the content, design, and delivery of the campaign across multiple touchpoints, Samsung can effectively reach and engage its target audiences, ultimately driving greater brand awareness, customer engagement, and revenue growth.
Research
User Analytics
User Studies
Surveys
User Interviews
Competitor Analysis
Personas
Accomplishments
Increased User engagement & brand awareness
Increased in overall sales across touchpoints
Increase in Social engagement across brand channels
Increase in Wholesale orders of product in first 3 months of launch
The Solution
Samsung's new Large Format Display (LFD) series promises to revolutionize the digital signage and advertising industry with its innovative technology and superior visual quality. To effectively introduce this game-changing product to the market, we have crafted a comprehensive digital marketing campaign that includes engaging email designs, a captivating web page, and a responsive design that adapts flawlessly across various devices. This campaign is tailored to both B2B and B2C personas, ensuring a consistent and immersive experience for all users.
Email Designs
Our email marketing strategy focuses on creating visually stunning and informative emails that highlight the unique features of the LFD series. For B2B personas, the emails are designed to be professional and data-driven, showcasing the technical specifications and business advantages of the product. The design features a clean layout with a corporate color palette, compelling infographics, and succinct text that addresses the key concerns of decision-makers such as scalability, energy efficiency, and cost-effectiveness. For B2C personas, the emails adopt a more lifestyle-oriented approach with vibrant imagery and emotive storytelling. They illustrate how the LFDs can enhance their entertainment and shopping experiences with lifelike visuals and interactive content. Each email is optimized for different screen sizes, ensuring that the content is legible and appealing whether viewed on a smartphone, tablet, or desktop.
Web Page Design
The dedicated LFD web page is a masterpiece of interactive storytelling, designed to capture the essence of the product's grandeur. A full-width hero video plays upon landing, showcasing the displays in various real-world settings to immerse the user in the experience. The page features a sleek, minimalist design that allows the product to take center stage. Clear call-to-action buttons guide users to relevant sections based on their interests: 'Explore for Business' and 'Discover for Consumers'. B2B users are presented with detailed specifications, case studies, and ROI calculators, while B2C users can learn about the entertainment and lifestyle benefits. Both sections feature customer testimonials and use-case scenarios to build trust and desire. The web page is designed with a responsive framework, ensuring seamless navigation and optimal viewing on any device.
Responsive Designs
To reach a broad audience, the LFD marketing campaign must be accessible and engaging across all devices. Our responsive design strategy ensures that the content adapts to the screen size of the device, be it a mobile phone, tablet, iPad, laptop, or desktop. This means that whether a user is on-the-go or in the office, they can explore the LFD series with the same level of detail and interactivity. Images and videos are optimized for fast loading and high-definition viewing, while the navigation menu and content blocks rearrange themselves to provide a user-friendly experience on smaller screens. The email templates are also designed to be mobile-first, ensuring that the message is conveyed effectively even when opened on a smartphone.
Personas
Our B2B personas include decision-makers such as business owners, IT managers, and digital signage operators. These individuals are tech-savvy and seek reliable solutions that offer a competitive edge. The content for these personas emphasizes the technical superiority of the LFD series, including its versatility in different business environments, ease of use, and cost-saving features.
B2C personas, on the other hand, are tech-enthusiasts and average consumers who appreciate the finer aspects of entertainment and shopping. For these users, the content is tailored to highlight the visual splendor and interactive capabilities of the LFDs. We focus on how the LFDs can elevate their home theater experience, create a more engaging retail environment, and enhance their overall quality of life through dynamic and personalized content.
Summary
Samsung's digital marketing campaign for the new LFD series is a harmonious blend of art and technology, designed to captivate and inform. Through meticulously crafted email designs and a stunning web page that adapts to any device, we aim to create an unforgettable first impression that resonates with both B2B and B2C personas. By understanding the unique needs and desires of our target audience, we have created a user experience that is not only engaging but also conversion-driven. The responsive design ensures that the message and the product's value proposition are consistently communicated, providing a seamless journey from initial contact to product consideration and, ultimately, to purchase.
Research
Define
My Process
Design
Deploy
Measure
