Elevating a Fashion Brand
When a legacy fashion brand starts to lose its edge, it's time to take a fresh look at the brand's identity and strategy. With a new target consumer defined, Izzat Baba led its brand transformation with improvements in materials and design, and much more refined creative assets to assert a brand new era of premium Korean fashion.
Photoshoots in Paris and New York working with renowned fashion photographers and models elevated the brand across multiple touchpoints including digital, traditional, OOH, and retail.
QLED TV is Made for the Biggest Movies
With more consumers watching content on personal devices, the TV category was on the decline. As the market share leader, Samsung set out to remind people that big entertainment requires a bigger screen.
One of the highly anticipated movies that year was Michael Bay's Six Underground starring Ryan Reynolds. With a partnership with Netflix, we successfully promoted the need for a bigger TV, driving a five-point gain in market share and earning the D&AD Best Use of Influencer Award along the way.
QLED TV is Made for Football
Another big entertainment moment that deserves a super big TV is football. With ESPN, Samsung QLED TVs brought the most immersive experience for college football games.
Relatable Stories for New Home Tech
A common challenge with new innovations is that there isn't necessarily an existing problem to solve. To increase interest and relevance in smart appliances, the role of appliances was pushed beyond the usual functional value prop.
Stories of typical family tensions created emotional appeal, and along with a unique media partnership with Meredith, the campaign resulted in a six-point increase in brand preference and four-point increase in purchase intent for the home appliance category.
Digital Campaign for
QC20 in Japan
Japan is a highly saturated and competitive consumer electronics market with strong homegrown brands like Sony and Panasonic. Launching Bose QC20 noise cancelling headphones, the goal was to win with younger millennial consumers.
The first digital campaign for Bose in Japan leveraged content partnerships to fully describe unique product use cases and benefits. Display advertising and social media amplification helped achieve162% of sales target.
Holiday Wonder
The first holiday season following the global pandemic needed to be an uplifting one. An integrated creative platform communicated the wonder of the holidays with great gift ideas across all Samsung product categories.
This campaign delivered a 79% increase in ecommerce revenue, 40% increase in site visits, 22% increase in conversion rates, and 115% of target email open rate.
Humanizing the Samsung Brand
In 2011 Samsung was still largely an OEM looking to become a consumer-driven brand.
A new brand purpose statement and brand identity system laid the foundation for transforming Samsung into a purpose-driven and consistent brand that understood what consumers were looking for in tech. The new brand tools were distributed to all Samsung subsidiaries globally, with training to ensure proper use and implementation.
Samsung catapulted into the top ten of Interbrand's Best Global Brands for the first time, with 40% growth in brand value.