Samsung Galaxy S8: Microsegments

Samsung, the technology brand, launched a campaign to increase sales of its Galaxy S8 in Vietnam.

Campaign details

Brand: Samsung Vietnam / Galaxy S8Lead agency: Performics VietnamRegion: APAC

Objectives

Samsung was looking to drive incremental sales of their Galaxy S8 phone across fence sitters who hadn't converted during pre-order and launch in Vietnam.

To do so, Samsung needed to drive deeper relevance with very specific target segments of audience personas who are aware of S8 but still contemplating.

Target audience

We reached out to upper/middle class Vietnamese millennials. The phone they use defines who they are and expresses their will of how they want to be perceived by others, which is...

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