Samsung Mobile: #NoteMyDay
Harte Hanks
Campaign overview
The Galaxy Note 4 was the latest smartphone release from Samsung, ready for the 2014 holiday season.
Samsung created a social media campaign that increased engagement among a younger audience group (18-30) that it had historically struggled to appeal to through its global marketing efforts.
By turning people's bad days around, Samsung created an emotional connection that delivered rational product benefits and drove extremely positively sentiment, leading to sales.
Strategy
Research showed the target sub-30 audience was far more emotionally expressive online than those over 30. They craved spontaneous content, shifting more towards...