Samsung #saveplanet campaign
BRAND BACKGROUND
Samsung is considered one of the world’s largest tech companies. Mobile devices have become one of the company’s most important income streams. Sales of mobile devices manufactured by Samsung, as well as their competitors, declined in 2018. Electronics waste is also a serious issue affecting the mobile device industry. Only 15-20% of mobile devices are recycled each year, compared to about 70 % of discarded mobile devices which could be reused.
BUSINESS CHALLENGE
How can Samsung capture additional marketshare by elevating e-waste and electronics recycling as a top of mind issue for mobile device shoppers?
RESEARCH
The following are results of quantitative research involving mobile device users.
* Listening to music is a top task of mobile device users.
* Product quality and technological advances are the main values for selecting a mobile device.
* None of the respondents selected “Environmental Sustainability” as a value when choosing a mobile device brand.
INSIGHT
Consumers focus on the new features that a mobile device provides, and not how they should discard their old device.
MESSAGE
Samsung is an innovative and sustainable electronics brand who not only values cutting-edge technology, but also values social and environmental commitment.
#saveplanet
The goal of the campaign was to increase marketshare of Samsung mobile devices and educate the consumer regarding electronics recycling. By promoting Samsung’s partnership with Basel Action Network, the #saveplanet campaign featured a virtual concert with artists Maroon 5 and Drake.
Leveraging the audience’s love of music and utiling a newly patented holographic technology created by Samsung. As influencers, Maroon 5 and Drake would record a PSA, informing viewers of the negative effects of electronics waste and the importance of electronics recycling. Media impressions in outlets such as CNET, Rolling Stone & HuffPost.
The hashtag would be used for posts across all social media platforms and can live past the life of the campaign. The hashtag can be used after the run of the campaign and continue to live via posts to social media.
Key performance indicators
* 15% increase in social media engagement across all platforms.
* 20% increase in electronics recycling at Samsung authorized retailers.
* 5% sales increase for first quarter of campaign.
* Placements in Rolling Stone and HuffPost regarding the Hologram Concert and PSA production.