Over 1.8 million Canadian adults are affected by ADHD, and many more may be undiagnosed. For them, our tech-driven way of life can be overwhelming and counter-productive.
Samsung Canada knew it needed to strengthen its ‘proud to own’ metric amongst Gen MZ. With ADHD diagnosis in young Canadian adults on the rise, Samsung saw an opportunity to not only make tech more accessible for people with ADHD, but to use technology to help simplify their daily lives. In particular, the Samsung SmartThings smart home automation app contained many features that could be helpful in managing the challenges of ADHD, so we worked with experts to identify those key benefits and develop an accessible way to bring them to life.
Together with experts at Possibilities Clinic, we created SmartThings x ADHD – a campaign that showcased how to put Samsung’s existing SmartThings app to work in ways specifically targeted toward neurodivergent people. We told our story through a carefully crafted persona that reflected the underrepresented face of ADHD in Canada – adult women and people of colour.
With accessibility in mind, we custom build a flexible web UX that was responsive to the unique needs of our neurodiverse audience. It all came to life as a resource hub on Samsung Canada’s main website that functioned as the foundational element of the campaign. We drove traffic to the site through social posts on Meta (Facebook and Instagram) that highlighted individual smart home solutions for ADHD-specific challenges using ADHD-specific language. We also targeted key segments of Samsung Canada’s CRM database with a cadence of communications during ADHD Awareness Month.
Our polls reported a strong increase in Samsung’s ‘proud to own’ metric with 81% of respondents sharing that they now view the brand more positively. Site visits were 1.5X above target, and open rates were 3X above target including a high engager segment at 5.6X above target.
Our campaign brought attention to the fact that humans are unique. We all experience and interact with the world around us in vastly different ways. For the neurodivergent, to an even greater extent. But the world isn’t designed to accommodate these differences. It’s designed for the neurotypical. And this must change.
The Samsung SmartThings X ADHD campaign took an important step forward in making technology more open, more accommodating, and more accessible for all.
