Case Study

How Samsung UK successfully targeted a business audience with bespoke video

Key Results


cost per click

cost per quality site visit

The opportunity:

Samsung Business UK (@samsungbusiness) wanted to stoke demand for its Galaxy Enterprise Edition, a package of mobile technology devices and services. It was particularly keen to reach a key audience of business and IT decision-makers working across all sizes of business in financial and professional services.

The strategy:

@samsungbusiness wanted to showcase brand messages around mobility, security, and flexibility, and saw the tone of this messaging as crucial to the potential success of the campaign. Working with its media agency Starcom UK (@Starcom_UK), it devised a strategy designed to drive demand on Twitter and founded on the twin pillars of targeting and creative.

First, the agency and client built on lessons they had learned from their 2019 B2B campaigns to create improved Twitter targeting pools. They put these together from an extensive range of “moment” signals, interest groups, and key influencers, putting these together to pinpoint their difficult-to-reach audience.

They then planned a campaign that featured a variety of snappy video creative. This was designed to sustain the interest of the audience and reduce creative fatigue, improving the likelihood of the target audience clicking through to the website.  

To further optimise the campaign, @samsungbusiness and @Starcom_UK decided to avail of the Blue Brush service from Twitter ArtHouse to get bespoke video creative designed to shine on the platform. 

According to Michelle Lira, B2B Lead, Starcom UK: “This campaign exceeded our campaign benchmarks. It delivered 66% more impressions than planned, with the Blue Brush creative delivering 24% better clickthrough rates despite our main KPI being reach. We’re very happy as it shows social-specific creative helps drive better results.”

  • Europe, Middle East, and Africa
  • Tech B2B
  • ArtHouse
  • United Kingdom
  • Case Study


Avail of ArtHouse to build better creative.

To make the most of the platform and test the performance of social-specific messaging, @samsungbusiness asked Twitter ArtHouse to make bespoke video creative.



Fine-tune your targeting and tailor messaging to match.

Having been intensely strategic with its campaign targeting, @samsungbusiness also made sure to highlight key audience priorities such as security and flexibility in its copy and creative.



Encourage traffic with Video Website Cards.

By harnessing the power of eye-catching Video Website Cards, @samsungbusiness succeeded in running an efficient, engaging campaign that resulted in higher quality site traffic at lower cost than previous campaigns.

The Success

When it compared year-on-year campaign results, @samsungbusiness saw this campaign performed markedly better than its 2019 B2B campaigns. The cost per quality site visit, for example, was almost halved, while the CPM was down 37%. 

Analysing metrics specifically for the bespoke Twitter ArtHouse campaign assets, @samsungbusiness found they outperformed the original assets for the 2020 campaign, producing 30% more efficient site visits. The related cost per click was 23% lower and the CPM was 13% lower.

Using Twitter ArtHouse’s Blue Brush service on our recent campaign gave us a valuable opportunity to test the impact of their assets on campaign success. The results have been very positive, and we look forward to using the Blue Brush service again for future Twitter campaigns.

Deborah Hayes, Head of Business Marketing, Samsung Business UK

Solutions Used

How Samsung successfully targeted a business audience with bespoke video

Audience targeting

You want your message to be heard by the right person. Let Twitter’s targeting capabilities help.

How Samsung successfully targeted a business audience with bespoke video

Expanding reach

Reach your most valuable audience at scale when it matters most.

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