Advertiser: SAMSUNG ELECTRONICS
Agency: CHEIL RUSSIA
Category: Best use of Social Media Marketing in a Promotional Campaign
Art Director: Ksenia Sapunova (Cheil Russia)
Copywriter: Maxim Kayumi (Cheil Russia)
Creative Director: Kirill Soloviov (Cheil Russia)
Designer: Maria Naumova (Cheil Russia)
Project Manager: Dmitry Scherbakov (Cheil Russia)
Client Brief Or Objective
Goal:- To support the launch of a new product category - Galaxy Note. Due to electronic pen S-Pen which can recognise degrees of pressure unlike a conventional stylus, application Adobe Photoshop Touch; recognition of figures and formulas; converting of handwriting into digital text this tablet is designed for those who want not just to passively consume the content (all conventional tablets) but also for those who want to actively generate the content.With no media support we had to achieve:- Total coverage: 100,000 people in Target Audience (TA) - Quality contacts: 10,000 people in TA
Implementation
We determined young artists of professional and enthusiast level are one of the key target groups of the product due to the product benefits.We decided to organise a contest in a popular 'Live Graffiti' application on the 'Vkontakte' social network. We asked users to contribute to the longest virtual train, 'Galaxy Express', and get a chance to win a prize. We counted on a coverage of 450,000 people (it's the number of application's monthly active users). Naturally integrated into users' familiar environment, we could provide even more coverage than it was supposed to do and ensure the contacts' quality.
Relevancy
- 'Live Graffiti' is the largest group of enthusiasts of painting and drawing in Vkontakte.- We asked users to paint carriages of our 'Galaxy Express' virtual train. New content is what the product is about and considering that the train carriages are one of the favourite objects of graffiti artists, we were staying in their natural territory. - The working area of the application 'Live Graffiti' was transformed into the Samsung Galaxy Note 10.1 front face, the cursor was designed as S-Pen stylus. That's how the user had a chance to experience an easy way to paint with the new tablet.
Outcome
Considering the absence of media support:- CPC - $0.014 - More than 1.7m views of the application- 899,242 unique visitors- 22,995 contest entries. Unique art carriages made the virtual train the longest one as a result. 3 winners who collected maximum number of 'likes' got prizes - Samsung Note 10.1 tablets.- 458,068 non-contest activities generated by users of the application on virtual Samsung tablet.- 370,000 'likes'- The number of clicks on the Note 10.1 product page. CTR - 0.2% (4 times bigger than market rate)