Samsung's Galaxy S24 launch leveraged a fully digital strategy to maximize user engagement. The brand combined a live "Samsung Unpacked" event, an online/offline AI chatbot activation, and partnerships with popular AI platforms to position Samsung as an innovator in AI-powered customer experiences, enhancing product awareness and user interactions at every stage.
The objective of Samsung's campaign was to:
By engaging with users through different and experimental promotion methods such as sponsored content, live streaming, native content, and AI experience, as well as in-store integration, the brand offered an extraordinary and innovative experience. Samsung was to go beyond traditional promotional methods and offer a new perspective to digital marketing strategies.
As part of the project, the target audience was aimed at a broad demographic spectrum, focusing on A-B+ premium levels, including both men and women aged 18 to 55. These users are generally inclined toward technology and innovations, with higher income and lifestyle standards, and they typically follow categories such as lifestyle, technology, and economics/finance.
Samsung's media and creative strategy focused on maximizing and concentrating product awareness through a digitally-oriented media approach.
The total budget for the campaign was spent on digital. Samsung's campaign had three phases, with the "Samsung Unpacked" event. During the event, the brand also sent a push notification with a live broadcast link to 12,000 Bundle users. Thus, Bundle users were introduced to the Galaxy S24 series at the same time as the world and were informed about the features of the series in advance.
In phase two, Samsung prepared content that examined the Galaxy S24 and AI trends in detail and invited 1.2 million users to contact the Galaxy AI chatbot. The brand increased engagement with users through its collaboration with Bundle and its social media accounts for two weeks.
In its final stage, the success of Galaxy AI Chatbot expanded beyond digital. It turned into a tool for people entering its Samsung stores to ask their questions, and the brand made the chatbot available in Samsung stores via QR code. In this way, the AI assistant interacted directly with customers and contributed to the customer experience.
Combining forces with Turkey's first AI-supported advertising model, Bundle AI, and Galaxy AI, Samsung demonstrated the limitless possibilities of querying unlimited intelligence. This chatbot answered questions about the Galaxy S24 series. The success of this project moved beyond digital and was positioned in Samsung's shops, turning it into a tool funneling people into its stores to ask their questions. Samsung's chatbot project, which was born as a digital media project, has reached and benefited many people outside of digital.
During the livestream announcement, 12,000 notifications were sent out, reaching an audience of 1.2 million through Audience Ad. Additionally, Bundle Studio reached 1.2 million Bundle users via push notifications, ensuring broad dissemination of the launch. Throughout the broadcast, support broadcasts within the app garnered over 1.5 million impressions.
Besides in-app support broadcasts, the project was also promoted on social media, achieving over 520,000 impressions from LinkedIn and Instagram posts published by Bundle. Various broadcasts across different platforms enabled broader audience reach. In the portion of the campaign integrating quality content with AI, Bundle-trained chatbots answered over 12,000 questions specific to the brand.
Samsung aimed to strengthen its digital presence and foster deeper engagement with users through the use of advanced technologies like AI. Utilizing innovative platforms such as Bundle AI Studio, the first AI-supported advertising model, the brand established a strong connection between the brand and technology. This enabled users to interact with AI technologies both digitally and in-store, enhancing their overall experience.
