Samsung Promo, Case study HOW 'GIRL GEEKS' UPSET THE STATUS QUO by Lewis PR

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HOW 'GIRL GEEKS' UPSET THE STATUS QUO

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Industry Laptops, Netbooks, Tablets
Media Promo & PR, Case study
Market Belgium
Agency Lewis PR
Released September 2011

Credits & Description

Category: Best Use of Media Relations
Advertiser: SAMSUNG
Product/Service: GALAXY TAB 10.1
Agency: LEWIS PR
Account Manager: Delphine de Pauw (LEWIS PR)
Account Manager: Els Lamberts (LEWIS PR)
Account Executive: Sophie Engels (LEWIS PR)
Head of Consumer Western Europe: Miek Gielkens (LEWIS PR)
PR Manager Belux: Jeroen Rigole (SAMSUNG)
Marketing Manager of Samsung Mobile Belgium: Loesje Devriese (SAMSUNG)
Product manager Telecom of Samsung Electronics Belgium: Kristof Vanhuffel (SAMSUNG)
Media placement: Consumer PR (Press Trip MWC) - La Libre Belgique, Le Vif, La Dernière Heure, De Tijd, Het Belang Van Limburg - 12-14 February 2011
Media placement: Consumer PR + Trade PR (Press Release Launch MWC) - E Morgen, De Standaard, De Tijd, La Dernière Heure, Metro, Het Belang Van Limburg, Gazet Van Antwerp - 14 February 2011
Media placement: Consumer PR (Testing Programme) - De Standaard, Het Nieuwsblad, Focus Knack, Studio Brussel, Geeko Le Soir, Gadget Review, Tech45… - April - November 2011
Media placement: Corporate Communication (Samsung/Belgacom Partnership - Le Soir, Het Laatste Nieuws, Gazet Van Antwerpen, L’Echo, De Tijd, De Standaard, De Morgen... - 31 May 2011
Media placement: Digital PR (Announcement Brussels Girl Geek Dinner) - BGGD Blog, Twitter, Facebook - 19 July 2011
Media placement: Event (Brussels Girl Geek Dinner Event) - Twitter, Facebook, Blogs - 3 August 2011
Media placement: Consumer PR + Trade PR (Press Release Belgian Launch) - De Standaard, Computertaal, Mobileguide, Gazet Van Antwerpen - 9 September 2011

Summary of the Campaign
The tablet market is congested and competitive. The challenge was to pull off an integrated launch for Samsung amidst a legal battle between Samsung and Apple. This meant a gap of 6 months between launch and availability.

The campaign ran from March to September and combined established tools (press trip, press releases, review programmes) with a twist: a focus on ‘girl geeks’ as ambassadors. It resulted in extensive quantitative online and print coverage, and more importantly a rise in support for the Samsung brand and tablet across social media.

The Situation
In March 2011, Samsung Electronics launched its Galaxy Tab 10.1 at Mobile World Congress. Samsung Belgium needed an integrated Belgian launch for the tablet. With a 6-month gap between the launch and availability, our team came up with a plan to maintain momentum around this product.

The Goal
The objectives:
• Create and maintain positive online and offline buzz until the product was released in Belgium;
• Position Samsung as an important player in the tablet market and create goodwill with tablet lovers;

We targeted:
• Early adopters who are looking for the newest devices are very influential online, so the buzz they created would eventually be picked up by the less tech savvy. Engaging online influencers was always important, but now became an explicit target.
• The general public who are looking for products to make their life easier, influenced by early adopters but also still turning to ‘traditional’ media.

The Strategy
With Apple as the dominant player in the market, and a legal challenge underway, the product needed to be elevated above the distractions. The legal challenge created a situation where the launch could have sunk without a trace.

The campaign ran in 5 phases (from February to September). We combined established tools (press trip, press releases, review programmes) in the first stages in order to engage with traditional media. The exclusive Girl Geek event was held in the penultimate phase, aimed to reach early adopters and online influencers hashtags.

A day after announcing the Girl Geek event on Twitter, Facebook and LinkedIn, 140 influencers had already registered. One geek was selected to review the tab prior to the event and share her experiences. The event was at the Samsung HQ to give the geeks some real insight into the company. The evening was live-tweeted with a specific to boost interaction.

Execution
Phase 1:
February – At the international launch at the Mobile World Congress, the Belgian team hosted journalists for exclusive one-to-one interviews and demos;

Phase 2:
April – Exclusive partnership with a local telecom provider made the Tab 10.1.v (beta version of the 10.1 tab) temporarily available as a ‘taster’.

Phase 3:
May/June – Key journalists given exclusive trial with a Tab 10.1.

Phase 4:
July/August – Partnership with the Brussels Girl Geek Dinners to give 70 online influencers an exclusive preview.

Phase 5:
Strategic adaptation in September – Belgian availability press release.

As sales of the Tab 10.1 were on hold internationally, the media were convinced the product would die a silent death. We brought the release forward to show that Apple did not have a dominant position in every country. Together with the release, the availability of the Tab 10.1 was also communicated across all Samsung’s social media channels.

Documented Results
• Now ranked number 3 in the market and poised to take the number 2 spot;
• Over 500 pieces of coverage in just 6 months;
• Extensive coverage in all major dailies and 63% in target tier-one titles;
• Just under 150 hits in consumer lifestyle media;
• 30 reviews secured and more than 50 requests;
• 12,744 mentions during the event;
• 60 blog posts written;
• Positive media coverage worth €2.5m (AVE).