@SamsungAU set out to make 2020 the ‘Unmissable Summer of Samsung’ with the launch of its new Samsung Galaxy S21 – turning to Twitter as the prime platform to create a buzz. The mobile giant seized the opportunity to drum up conversation and cement @SamsungAU as the star of Australian culture, using Twitter’s portfolio of tools to amplify engagement.
@SamsungAU’s end goal was to make the Samsung Galaxy S21 the most talked about device of the summer, upping the ante on the ‘cool factor’ and ramping up excitement for the launch. It’s campaign strategy was a triple threat: teasing audiences before building hype and sustaining the conversation.
@SamsungAU kicked-off the campaign by gradually distilling rumours of the launch with the hashtag #GalaxyUnpacked. Once anticipation was palpable, the next step was to earn mass reach by using Twitter Trend Takeover+ – which gives brands exclusive ownership of Twitter’s most valuable real estate, the top ad slot, for 24 hours – on launch day and again when the phone went on sale.
For the final step, @SamsungAU leveraged Amplify Sponsorships to extend campaign reach and to connect with the much anticipated Australian Open. @SamsungAU ran pre-roll assets from Channel 9’s Australian Open highlights on Twitter, connecting with Aussie tennis fans. This extended its reach to a broader, highly engaged Twitter audience, placing it front and center in the hearts and minds of tennis fans and Australian culture.