Samsung capitalize the interest of its community on Twitter and get amazing results
Mexico
The launch of the Smartphone GALAXY S4 originated thousands of conversations.
The Brand
Samsung Electronics Co., Ltd. leads the global digital market in high-tech electronics manufacturing, and digital media through innovative, reliable products (including everything from components in our PCs and mobile phones to green batteries) and services. Samsung has offices in 79 countries, including Mexico.
Challenge
During the product launch presentation, the brand used the hashtag #GalaxyS4, which became a national organically Trending Topic , which showed the interest from the community and the oportunity to capitalize this existing intent, in a creative and attractive way.
Solution
How can an electronics brand capture attention and spark conversations around a product launch?
To build momentum for this big event, @samsungmobilemx created a product-focused campaign with the main goal of engaging the Twitter community.
To kick off the campaign, @samsungmobilemx used Promoted Accounts to drive general brand awareness and build its following. Promoted Tweets focused on driving interest in the Galaxy device and included hashtags like #ConUnGalaxyS4, #UnGalaxyS4Para and #LoMejorDelGalaxyS4Es.
The @samsungmobilemx Social Team knew from previous experience that its followers were most active on Tuesday evenings from 4:30pm to 7:30pm. The brand took advantage of this by using Promoted Tweets to launch a contest encouraging users to tweet about the Galaxy for a chance to win one for themselves.
700K
Promoted Tweet impressions
295K
Tweets generated with the three hashtags
42K
Interactions with Promoted Tweets
60
Twitter influencers joined the conversation organically
+36K
Participants
Key to Success
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1
PAY ATTENTION TO YOUR COMMUNITY’S BEHAVIOR
Use Promoted Accounts to build an active community of advocates and influencers for your business. The bigger your follower base, the more people there are to engage with and spread your message.
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2
GROW YOUR FOLLOWING WITH PROMOTED ACCOUNTS
Reach the right audience, at the right moment in the right context. Use keyword targeting to reach users that are interested on your brand or product.
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3
EXPERIMENT WITH KEYWORD TARGETING
Reach the right audience, at the right moment in the right context. Use keyword targeting to reach users that are interested on your brand or product.
Testimonials
“Samsung Mobile Mexico believes in the power of social media and digital activities as primary tools of communication with our consumers. Twitter is one of the fastest growing social platforms in Mexico and we thought of it when preparing the most important launch for 2013 in Mexico, the GALAXY S4. Twitter is the perfect platform for one-on-one communication with our Galaxy Lovers, it allows us to listen and be part of their conversation.”
Borja De Checa
Gerente Senior | División Mobile | Samsung Electronics México
