Brief Summary
Samsung is revamping its marketing strategy for foldable phones in India, focusing on retail experiences and creator-driven content. They're planning gaming events and using short-form video to attract Gen Z. Here are the key takeaways:
- Shifting from digital campaigns to on-ground, retail-centric approach.
- Focusing on creator-led content, especially short-form video, to drive adoption.
- Using gaming as a key marketing and product use case.
- Experimenting with new ad formats like AR and AI-powered ads.
- Emphasizing post-purchase marketing and review-led content.
Samsung's Foldable Strategy Shift
Samsung is moving from digital marketing to a more hands-on, retail-focused approach for its foldable phones. They're planning over 10 gaming events across India to get Gen Z interested and buying. Aditya Babbar from Samsung India says they're boosting retail experiences and using creators to tell stories to bridge the gap in the foldable market, which is currently small but growing fast.
Foldables Need Explaining: Creators to the Rescue
Samsung is relying on videos, both long and short, to get people to adopt foldable phones. Babbar mentions that creator reviews are more effective than traditional ads. They've got creator programs, even for smaller creators, that are making a big impact with lots of views. Influencer content grabs attention longer than regular ads, so Samsung is prioritizing short videos and testing if the message gets across in the first few seconds. Big creators are helping out, adding their own style to the campaigns.
6 Seconds, Or Nothing
Samsung is changing how they tell stories in ads because people's attention spans are getting shorter. They're now making ads for 6-second spots, especially online. Babbar says they're measuring what people remember in those first 3 seconds, making sure the product and message are clear right away.
Gaming: From Campaign to Ecosystem
Gaming is now a big deal for Samsung, not just a side thing. They've created a whole system called 'Play,' including tournaments and device integration for gamers. They're already on the fourth PlayGalaxy Cup and want to reach over 350 million people this season. Babbar says gaming is a key use case for their Galaxy devices, and they're using physical events to turn stores into places where people can discover new things.
Snapchat AR, AI-Powered Ads, and New Ad Tech
Besides retail and creators, Samsung is trying out new ad formats like AR campaigns on Snapchat and AI-powered ads. Babbar explains that these tech-led formats connect online and offline experiences, which is what Gen Z expects.
What’s Next? Post-Purchase Marketing and Reviews
Samsung is now focusing on turning customer reviews and post-purchase experiences into marketing content. They've got teams that track user feedback and create campaigns based on what people are saying. Babbar says they're investing in telling stories after the sale, not just running awareness ads. They're also turning retail stores into community hubs and aiming to reach over 350 million people through gaming and youth events. Creators are key, making product demos into short, engaging content.
