Creative PR for Samsung
working with branded content and influencers
Taylor Herring have worked for Samsung for a number of years - handling launches for a wide variety of products with highly successful creative PR campaigns; jumping on news trends, developing innovative influencer campaigns, undertaking detailed research for scientific reports and developing shareable stories.
Samsung Galaxy S7
We built a multi-platform influencer campaign featuring Dynamo and his ‘everyday illusions’ photography tricks.
'Everyday Illusions', was designed to amplify and hero the advanced camera functionality of the new Galaxy S7 & S7 edge phones which includes a super-fast shutter speed, low-level lighting capability and speedy auto-focus.
Dynamo worked closely with us to create a series of seven ‘Everyday Illusions’ using the phone, ensuring the S7 was always at the heart of the story.
The video had over 7 million views at the launch of the campaign, with 31 million Twitter impressions and over 400 pieces of fully branded coverage, including a Daily Mirror front page, Balance Magazine cover and Mail Online lead story, and 8 national print pieces.
Direct impact on sales: Overall pre-orders for the phone were up 300% compared to the S6.
Sales of the S7 were up 50% in the first week and 30% throughout the campaign period year on year (compared to the S6 launch).
The client said ‘The most creative and engaging influencer campaign we have ever worked on – incredible results that directly impacted on sales of the S7. The press coverage and unique content helped us to smash all our targets - market share, pre-orders, and sales - all in a market that is completely saturated with mobile phones’.
The launch of the Samsung VR 'Hypercube' saw a chance for UK Festival goers to experience Biffy Clyro's ‘Flammable’, the first VR music video in the UK.
The Hypercube debuted at three festival sites, Boardmasters in Cornwall, Glasgow Summer Sessions and Bestival on the Isle of Wight. We hosted journalists for a special VR experience, and at the final festival, Bestival, oversaw a special weekend with journalists across music, tech, lifestyle and news enjoying the Hypercube, music and the festival sights.
With this hosting, as well as selling-in to music journalists across regional and national press throughout the latter half of the summer, we saw a fantastic return of 156 pieces of coverage, with wonderfully detailed articles highlighting the incredible new experience, lauding Samsung’s creation and partnership with Biffy, as well as 436,000 unique social media posts.
We created a multi-platform campaign which would help build fame and awareness for Samsung SmartThings around their UK launch
The product allows people to remotely control elements within their homes, such as switching on lights, turning up the thermostat or unlocking the backdoor, all via a simple app on their phones.
As the product represented the dawn of ‘futuristic living’ today in the here and now, we decided to root our creative in a report looking at how we may live in the future – up to 100 years from now.
We engaged a panel of experts to help create a 360-degree campaign which included a full research report, bespoke architectural imagery, video content and a survey story.
A leading space scientist also acted as the campaign spokesperson, conducting interviews with a number of broadcast outlets including Sky Sunrise and BBC World Service, as well as presenting the accompanying video.
In total over 400 pieces of coverage were secured across print, online and broadcast media – 7 national print pieces and 12 broadcast interviews including Sky Sunrise and BBC World Service.
Samsung Family Hub
To launch the Family Hub Refrigerator, we were challenged to drive awareness of the Family Hub and Samsung’s refrigeration range.
Given there had been a huge amount of coverage on food wastage and storage management in the news, we avoided a serious take on this and created an entertaining campaign around food management and wastage.
We worked with a panel of food journalists to compile a shortlist of child friendly dishes.
These suggestions were put to 2000 British parents to discover the top 25 stories a child should be able to cook by the age of 11.
We engaged MasterChef runner-up Emma Spitzer as a spokesperson to comment on the results, and created a recipe book for children that was downloadable for free from the Samsung website.
The campaign gained over 45 pieces of coverage, with download links to the recipe book featuring in 60% of our coverage.
Samsung Gear S3 smartwatch
The Samsung Gear S3 smartwatch allows you to track your lifestyle, monitor your steps, set reminders, and pay for goods amongst everything else.
To encourage excitement around the product, we undertook a research campaign to track how we use and spend our time over a lifetime.
We conducted a nationwide time audit to launch the new Samsung Gear S3 smartwatch. The Time of Our Lives report, complete with a video infographic and contributions from psychologist Dr Becky Spelman looked into how Brits will spend their hours in a lifetime.
The campaign gained over 130 pieces of coverage with big hits on the Mail Online, Metro and Mirror Online.
Samsung tasked us to launch their new smart washing machine, the AddWash, with an engaging campaign that would drive awareness of both the new machine and also Samsung within the home appliances sector.
We challenged leading psychologists and statisticians to determine factors in our washing habits; the attention we pay, the frequency we do washes, the amount of people we wash for, the amount of clothes we wash etc.
Having identified these psychological factors, they developed a formula to predict the probability of sock loss – a formula everyone reading the story could do themselves. The formula came out alongside an infographic to demonstrate the formula, as well as a video which centred on the machine and the formula.
The campaign generated over 110 pieces of coverage, a full broadcast day and key messaging was maintained throughout the whole campaign.