In South Africa, Samsung launches always spark excitement, and the new Galaxy S22 was no exception. Ahead of its arrival as part of the #SamsungUnpacked event, @SamsungMobileSA set out to create an online experience that would fuel interest in the Galaxy S22 and turn a global launch into a locally relevant event.
Twitter became an essential part of the Galaxy S22 strategy in South Africa. The platform had previously excelled at meeting the brand’s two key objectives for flagship launches: optimising brand mentions and making content locally relevant.
To achieve this, @SamsungMobileSA used Brand Notifications to build a first-to-know audience who would receive personalised notifications and a link to the #SamsungUnpacked event. It combined this with Conversation Cards to engage and drive interactions and brand mentions.
These tactics, paired with a thoughtful localisation of the global creative, helped @SamsungMobileSA achieve local relevance and trend organically in the days leading up to the launch.
On the day of the #SamsungUnpacked event, a three-day multi-Takeover strategy was rolled out to drive maximum impact on the Timeline. The combination of Timeline Takeover and Trend Takeover boosted awareness and brand mentions across the board.
To conclude the campaign, Video Website Cards were used to highlight the Galaxy S22’s key features and direct users to the online store.