Campaign Purpose
Prior to the launch of Explore, Samsung.comwas a purely e-commerce product catalog experience with no outlet for always-on engagement. It didn't give millennials a reason to connect with the brand other than purchasing products or seeking support. Furthermore, Samsung wasn't ranking for unbranded search terms and was not part of the global conversation around its target consumer's passion points. This created an opportunity to connect with millennials in a more meaningful way while also positioning Samsung as a highly relevant, premium brand. The Explore content hub seized this opportunity. It's a space dedicated to always-on content...