SAMSUNG ‘Emojis Alive’

Samsung had a problem: when it came time to upgrade their phones, many existing Samsung Galaxy users were switching to different brands.

Our challenge was simple: in the lead up to the launch of the new Samsung Galaxy S7, we needed to win not only the minds but the hearts of Galaxy users. We needed to show them why they should stay part of the Galaxy family.

So, to demonstrate that Samsung Galaxy phones bring the way we express ourselves and the way we communicate to life, we literally brought emojis to life with a campaign called ‘Samsung Emoji’s Alive’.

On February 18th 2016, anyone with a Samsung Galaxy device could access the ‘Emoji’s Alive’ tab in the Uber app, and request delivery of one of four Emoji-themed gifts – Donut, Love Eyes, Present and Poop. Each Emoji corresponded to a real world item, a four pack of donuts to share, flowers and poetry for that special someone, gift boxes with the latest Samsung gear and hand-crafted poop shaped meringue.

The “delivery moment” was our social set-piece. A simple hashtag, #GalaxyEmojisAlive, was featured on thousands of Facebook, Instagram and Twitter posts, shared organically by recipients of the gifts.

The hashtag #GalaxyEmojisAlive trended organically on Twitter within hours of the activation, with the reach extending to 1 million Australians via Facebook alone. Of this, 80% of sentiment was positive.

Importantly, the Emojis Alive had a demonstrable impact on brand perception, with brand tracking revealed that:

• 73% of the critical 16-29 year olds believed that the campaign made Samsung unique, an 11 point increase from the benchmark.
• 74% felt curious about the brand, with an additional increase in the belief that Samsung is a dynamic, youthful and distinctive.
• 60% of the core said that they would “tell others about Samsung”, an 11% increase in advocacy measures.

In short, this highly-targeted direct campaign used real-time activation, available only to Galaxy users, to drive significant movement in brand sentiment.