Effies
Australia
How Samsung flipped eCommerce on its head with a sales mechanic that more than doubled sales
Agency
CHEP Network
Client
Samsung
Awards
Bronze
CX
Summary
With the hard ask of growing our Direct-to-Consumer (DTC) channel during Black Friday, Samsung needed to get Australians coveting Samsung products at Samsung.com, despite these products being readily available at retailers they were used to shopping with. The strategy required a smarter, more considered approach to take share in market.
Samsung studied people’s buying behaviours and realised it had all become a little too civilised. We needed to circuit break shopping habits, stop people comparing price and start competing against each other again, like the good old days where people would fight for the last discounted kettle on the shelf.
Overall, the 2022 Black Friday campaign was Samsung’s best ever, delivering significant business impact in terms of sales, customer engagement, as well as data acquisition and retention.
Case study
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Credits
| Catherine Mellon | Author / Executive Director – Planning | |
| Alex Capper | Author / Head of Data Planning | |
| Gavin McLeod | Chief Creative Officer | |
| Dan Smith | Senior Art Director | |
| Ernie Ciaschetti | Senior Copywriter | |
| Kenn Huang | Senior Designer | |
| Austin Hupfau | Digital Designer | |
| Cleo De Kerorguen | Operations Manager | |
| Grace Vizor | Client Partner | |
| James Townend | Group Account Director | |
| Breanna Prisuda | Account Director | |
| Raisa Mushrafi | Account Director | |
| Kirstie Peters | Technical Program Director | |
| Mark Gretton | Chief Technology Officer | |
| Tim Chapman | Technical Director | |
| Gavin Brownlie | Tech Program Director | |
| Ephraim Akshintala | Test Director | |
| Xianyang Wong | Senior Full Stack Developer | |
| Percy Zhang | Senior Front-end Developer | |
| Minh Hoang | Senior Front-end Developer | |
| Kyle Ohagan | Senior Back-end Developer | |
| Madhuri Kulkarni | Senior QA Analyst | |
| Annie Cherian | QA Analyst | |
| Cat Shaw-Halford | CX Planning Director | |
| Tim Russell | Head of Strategy, Media | |
| Kirsty McMeekin | Strategy Lead, Media | |
| Steven Flood | Integrated Planning Lead, Media | |
| Jarryd Patel | Senior Social Planner | |
| Tash Johnson | Head of Production | |
| Lizzie Dingle | Social Producer | |
| Isabella Holder | Influencer Manager | |
| Sophie Hattch | Production Manager | |
| Eric Chou | Director of Product & Marketing | Samsung Australia |
| Joanna Baxter | Head of Marketing Communications, MX | Samsung Australia |
| Carl Bunn | Head of Corporate Marketing | Samsung Australia |
| Jason Munro | Marketing Manager – Ecosystem | Samsung Australia |
| Rehan Shaikh | Head of CRM | Samsung Australia |
| Kate Croft | Ecommerce Manager | Samsung Australia |
| Rebecca Griffiths | Digital Marketing Manager | Samsung Australia |
| Amit Varma | Data and CRM Specialist | Samsung Australia |