Brief
Our brief was to drive a successful digital and social campaign to sell-out the Serif TV across Australia. We were to target audiences who had a high propensity to purchase the Serif as a household appliance. Our agency was in charge of creating an end-to-end campaign across all channels.
Digital Design
Digital Executions
Social Content
Campaign
Our research indicated that although this was a Samsung product, the majority of website visits and buyers were Apple owners - contrary to other products. Additionally, we identified a niche audience of Chinese Australians, whose average order value was higher than other segments on the Samsung website. In focusing on these two segments, as well as, movers/renovators and the WFH crowd - we found the insight to focus on highlighting the design and beauty of the TV.
To execute, we shot and produced content across several digital media channels and coordinated with influencers from interior designers to stylists. We created a new landing page and reflected the new tone across all Social Media channels. In addressing the Chinese Australian market, we used local influencers and targeted three media platforms for that audience
