Samsung Gulf wanted to encourage existing Note users to upgrade to the new S22 Ultra whilst securing pre-orders through the Samsung e-store directly. By using a multi-channel approach combined with segmentation and a series of thoughtfully-designed communications for cold, warm and hot prospects, Flourish aimed to create a buzz around Samsung’s latest product. It also wanted users to see the benefits of pre-ordering the product directly from Samsung’s online store.
From January 2022, over a six-month period, the campaign focused on ‘priming’ or ‘teaser’, pre-order, launch and post-launch phases. The creative focused on promoting the innovative features of the S22 and the first S-series model with a built-in S-Pen. Incentives and calls to action encouraged customers to purchase from the Samsung e-store as part of a pre-order offer such as trading in your old model, 0% instalment, free delivery and additional points available through the Samsung loyalty rewards programme
This approach to email enabled Flourish to collect and analyse user data insights along the way to establish which prospects were colder, warmer and hot leads and advise how the content could be tailored at each stage to become more personalised. The email campaigns were supported by push, SMS and web push activity which secured a high number of pre-orders from the targeted Middle Eastern regions, 20% of which were from CRM. Levels of engagement were high too.
- Ascential Digital Marketing Team, Money 2020