2015 Bronze Best Use of Social Media

Harte Hanks

Samsung Mobile

#NoteMyDay

The Team

David Chandler - Client Services Director Alan Kittle - Group Creative Director

Nick Davies - Head of Planning & Innovation Robert Lowe - Head of Digital

Lucy Tregedeon - Senior Account Manager David Graham - Agency Producer

Contributors

Pulse Films New York - Filming
Rudy Mancuso - Social Media Influencer Shaun McBride Social Media Influencer

Campaign Overview

The Galaxy Note 4 was the latest smartphone release from Samsung, ready for the 2014 holiday season.

Samsung created a social media campaign that increased engagement among a younger audience group (18-30) that it had historically struggled to appeal to through its global marketing efforts.

By turning people’s bad days around, Samsung created an emotional connection that delivered rational product benefits and drove extremely positively sentiment, leading to sales.

Strategy

Research showed the target sub-30 audience was far more emotionally expressive online than those over 30. They craved spontaneous content, shifting more towards Instagram, Vine and Snapchat. The campaign needed to translate the rational productivity features of the Note 4 into an idea that aligned to emotional benefits.

This young audience were as open about their bad days as their good ones, so the campaign found itself a cause: turning #NotMyDay into #NoteMyDay.

Samsung partnered with Vine star Rudy Mancuso and Snapchat artist Shonduras to put smiles on customers’ faces with content created using their smartphones. And New York was a strategic choice for the pair as their landing spot: it is the city that averages the greatest number of complaining tweets per square mile.

Creativity

Creative was produced in three phases. To begin, local ‘bad day’ tweets were sourced using a custom-built API tool, allowing Rudy and Shonduras to intervene using the Note 4. The pair helped a Brazilian get over the freezing winter with an indoor beach party, a Brooklyn girl reduce stress in the famous Gleason’s boxing gym and a fireman who’d taken selfies of his dull day at work capture an epic selfie 115 feet over Central Park.

Each became a video to show the role of the Note 4 in making the surprise. The team edited these ‘docudramas’ in real-time and posted to YouTube within hours. Samsung documented Rudy and Shonduras’ approach to content creation, showing behind the scenes and establishing the camaraderie between the pair.

Finally, the pair were challenged to take the idea global, finding bad days on Twitter and putting them right from across the world.

Results

This authentic product placement was something millennials reacted very positively to. Rudy and Shonduras solved 18 bad days across 10 countries in three days, earning 1.3 million interactions (revining, retweeting, commenting) on social platforms from YouTube to Snapchat.

This in turn led to engagement with Samsung, resulting in 5.2 million views for the brand’s nine videos, 226,000 Twitter engagements and #NoteMyDay trending in six key countries.

Vitally, the campaign changed brand perception, with a 94% positive sentiment score across all channels and the Note 4 topping the American Consumer Satisfaction Index for smartphones in Q1 2015, above the iPhone 6 and iPhone 6 Plus, showing appreciation of its productivity features for fun and spontaneity.

This translated into Q4 2014 sales of 13.5 million units.