Samsung was getting ready to launch its fourth generation of foldable smartphones: Galaxy Z Flip4 and Z Fold4. We needed to prove to consumers that foldable phones were not a gimmick, but that they have true usage benefits — all while building anticipation and momentum for what was coming. The catch? We were unable to reveal the new phones in any of our advertising prior to the official launch date a full three weeks away.
We created a two-phased campaign centered around online videos that ran on digital and social platforms. The initial videos showed unique use cases — like taking a picture while doing a complex yoga pose — but did not reveal the device on which the picture was taken. This set up the target audience for online speculation about what was coming. After the products were announced, we retargeted consumers who had shown initial interest with the subsequent videos that revealed the devices — and added an offer to get consumers to pre-order the devices before they were available in-market.
The campaign caught the attention of our target audience and drove interest. We saw significantly more visits to the website from our target audience throughout the campaign as a result of the social engagement and buzz in the lead-up to the new product announcement. Engaged Samsung fans helped spread the word. Media outlets like The Drum and MediaPost published articles that further drove our message home.
