2022 Bronze Customer Journey

Agency: Digitas UK

Client: SAMSUNG UK

Campaign Name: PPX Welcome Automation Programme

Campaign Overview

Samsung wanted a new onboarding experience fit for the Galaxy S22 smartphone, while simultaneously optimising a welcome journey blueprint for future product launches.

Strategy

Previous onboarding journeys had been built piecemeal, leading to operational challenges and customer apathy. Digitas UK developed an optimised welcome automation programme that could be flexed at a modular level and rolled out for Samsung's entire product range with ease and efficiency.

Post-purchase experience (PPX) is a programme of cross-channel initiatives instigated by Samsung to excite, delight and inspire new customers. From premium unboxing experiences designed to match the foldable range, to pre-emptive in-life messages timed against ownership milestones, the programme was intended to give customers the ultimate experience from the word go, while ensuring they were fully supported throughout their brand journey.

The core journey worked across email, push and on-site, with each touchpoint requiring a clear action that would benefit the customer and enhance the new ownership experience. Content was built around three themes: supporting customers by addressing known pain points; inspiring them through feature discovery; and rewarding them with perks and incentives.

Creativity

Inspird by Samsung's ‘Do What You Can’t’ philosophy, the campaign balanced data-driven personalisation with scalable design to create a welcome programme that would empower new owners to do more with their devices. It revolved around bold and playful creative that could be efficiently rolled out for future product launches.

Data points were used to define the journey's segmentation and power its personalisation, also ensuring scalability. The final segmentation split customers by product bought, previous devices owned, engagement with Samsung's apps such as Health and SmartThings, and uptake of additional benefits such as joining the loyalty programme.

Touchpoints were mapped out utilising the segmentation in a purposeful way. Eight core emails were developed for the six main product categories, each containing up to two personalised modules of between three and eight variants. Three push notifications were placed tactically between the emails to nudge customers toward desired actions, such as driving them through to the Members app, or intuitive support pages on Samsung.com.

To enable delivery at scale, a bespoke Taxi template was designed, along with best-practice guidelines to ensure consistency across future programmes.

Cross-selling ecosystem products was also a key focus; connectivity benefits of next-best products were brought to life through everyday use cases, along with a unique discount code module with dynamic rules to ensure it was hidden once redeemed.

Results

Conversion was nine times higher than the previous programme. For future product launches, Samsung can quickly and easily roll out relevant and engaging welcome journeys, with only a range of modules rather than whole emails required. A process that would have taken up to two months can now be completed within a week.

After three months, Samsung continued to see strong uplift; customers were also more engaged, with email opens and clicks 70% and 51% higher. Additionally, they were four times more likely to carry out valuable behaviours, such as visiting Samsung’s website to join its loyalty programme.

The new journey also continued to drive increased revenue, with email conversion 36% higher. CRM operations have been revolutionised, setting a new standard in automation management for the brand.

The Team

Digitas - Dean Westmoreland, Business Director - Ben Mamathuba, Account Director - Parveen Hargun, Campaign Manager - Elisha Narta, Campaign Manager - Keith Millar, Delivery lead - Credence Pym, Strategy Lead - Emily Brearley-Bayliss, Copywriter - Tatsiana Allsopp, Senior Analyst - Tim Clegg, Executive Creative Director Digitas

BBH - Sean McKenna, Account Director - Will Hawkins, Strategy Director - Tom Kerr, Lead Designer

Contributors

BBH London