Samsung
The Serif sell out
Objective
Digital and social campaign to drive the sell out of The Serif TV across Australia. Find and engage with relevant audience(s) who have a higher propensity to buy the Serif.
Digital and social campaign to drive the sell out of The Serif TV across Australia. Find and engage with relevant audience(s) who have a higher propensity to buy the Serif.
Our research indicated that although this was a Samsung product, the majority of website visits and buyers were Apple owners - contrary to other products. Additionally, we identified a niche audience of Chinese Australians, whose average order value was higher than other segments on the Samsung website. In focusing on these two segments, as well as, movers/renovators and the WFH crowd - we found the insight to focus on highlighting the design and beauty of the TV.
To execute, we shot and produced content across several digital media channels and coordinated with influencers from interior designers to stylists. We created a new landing page and reflected the new tone across all Social Media channels. In addressing the Chinese Australian market, we used local influencers and targeted three media platforms for that audience.
We successfully sold out The Serif units across all states and territories within a 2 month campaign.
