Lippincott has been partnering with Samsung for over 20 years. In that time we’ve helped transform the organization from a company that makes hardware to a lifestyle brand that meaningfully engages its customers in areas they care deeply about. Since creating the iconic blue oval logo back in 1993, we have worked with Samsung to build credibility, clarify its position and increase retention through elevated experiences designed to delight and drive buzz.
Reaching new audiences
Samsung Mobile sought broader awareness and appeal among global millennials. To realize these goals, we helped them take a two-pronged approach that included relevant global partnerships and new service offerings.
We defined a partnership strategy to connect with new customers more meaningfully through consumer passion points. The approach centered on generating a synergistic and balanced relationship that would benefit both brands’ images and bottom line. We assessed hundreds of potential partners and developed ten comprehensive strategies across categories from fashion to global events.
We also explored additional services that Samsung Mobile could provide to gain credibility in key passion areas for millennials like sports, music and film. Working closely with the client team, we developed the Samsung Milk Music brand to disrupt the market and force consideration among this target audience.
Launching new categories and products
In order to deepen its relationship with consumers — making Samsung Electronics an indispensable lifestyle partner — we created several new brands and experiences for the brand that spanned categories. These included:
- Leveraging equity in electronics to optimize its Home Appliance positioning and translate it into product launches.
- Capturing multiple dimensions of the Tablet market with distinctive product positionings that spoke to unique audiences.
- Helping launch the Samsung Pay offer to disrupt mobile pay with the most secure offer on the market.
- Introducing Samsung SmartThings to define the brand’s strategic position in the smart home space.
Bringing to market Samsung Business, the brand’s B2B offering around the concept of collaborative ingenuity.
Driving brand affinity
The current consumer electronics market condition is one of rapid iteration and waning customer loyalty. Yet Samsung consumers have a strong attachment to the brands products at the device level. These insights led Samsung Mobile to develop a loyalty program.
We helped create the Samsung Plus brand, a loyalty program for Samsung customers that was oriented around value-add services ultimately delivering enhanced device experiences, access to exclusive experiences and always on support.