During February, Samsung Electronics registered the biggest increase in Advertising Awareness of all the brands YouGov tracks in both Australia and Singapore.
Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the South Korean multinational conglomerate saw an uplift of 6.5 percentage points in Australia and 6.2 percentage points in Singapore over the four-week period.
Samsung had unveiled three new versions of its flagship Galaxy S smartphones in early February – Galaxy S22, Galaxy S22+ and Galaxy S22 Ultra – which the company said feature better cameras, faster processors and more storage space.
Besides launching a video advertisement highlighting the Galaxy S22 Ultra’s night photography quality, enhanced processing speed and stylus pen capabilities, Samsung also launched a marketing campaign on Snapchat in Australia, which featured a solar eclipse in Augmented Reality (AR).
According to data from YouGov BrandIndex, Samsung’s Ad Awareness score in Australia rose from 26.0 on January 28 to 32.5 by February 24. Over in Singapore, Samsung’s Ad Awareness score rose from 27.7 on January 28 to 33.9 by February 24. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous weeks.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). Data from direct surveys of Australian and Singapore adults aged 18 years and above from 28 January to 24 February 2022. Learn more about BrandIndex. And get monthly insights on agencies, straight to your inbox here.