Samsung
A launch aimed at an audience that is easy to reach and easy to waste money on. Samsung Türkiye wanted a product to land with university students, who ignore most brand messaging and respond to almost none of the tactics that work on the general market. The job was to plan the launch and audit it hard enough to protect return in a segment where activity is often mistaken for impact.
Deliverables
Positioning
Segment messaging
Campus engagement
Performance audit
Budget reallocation
Date
2014
Client
Samsung Türkiye
Industry
Consumer electronics
A launch built around how students actually decide, then audited on reach and return rather than on how busy it looked.
Student-first positioning
Campus launch performance
The launch could account for its return in a segment where most cannot. The audit showed where campus spend was buying reach and where it was only buying motion, and the reallocation that followed put budget behind the moments where student attention was genuinely available.
Samsung Türkiye
Project outcome, 2014