Samsung Marketing Case Competition
CASE CHALLENGE
Background
Our team, Business as Usual, participated in the 2022 McCombs Marketing Case Competition, which was generously sponsored by Samsung Electronics. As part of this event, we had the exciting opportunity to compete against other highly skilled MSM and MBA students from The McCombs School of Business.
Project Duration: 1 Week
The Challenge
Our team was tasked with addressing a challenge presented by Samsung: to develop a strategic plan for increasing consideration of its Galaxy portfolio among Generation Z women.
Our Solution
As part of our strategy for the 2022 McCombs Marketing Case Competition, we estimated that Samsung could potentially acquire 360,000 new users by implementing a multi-channel approach that focused on e-commerce and DTC, social media, and retail.
Let's dial in and get connected to the Gen Z mindset as we explore how to effectively reach this tech-savvy audience!
To kick off our presentation, we provided an introduction to Samsung that included an overview of the company's current state.
During our industry and consumer analysis, we highlighted two key insights. Firstly, we emphasized that for most Generation Z women, their phones are central to their lives, and they experience the world through their screens. Secondly, we noted that while phone value and usage are high among this demographic, Samsung is struggling to capture them as customers.
Given the wide age range within Generation Z, we segmented our target audience accordingly. We identified the "seasoned adventurer" segment as older college students or full-time employees who have already developed brand loyalty and are likely to stick to a particular product ecosystem. Our primary focus, however, was on the "Rookie Star Explorers" segment - younger and less experienced mobile phone users whom we aimed to capture early in their journey.
Next, we developed a persona and empathy map to gain a deeper understanding of our target audience's wants and needs. Our analysis revealed that the "Rookie Star Explorers" segment is strongly influenced by the opinions of their close circles, and seeks to express themselves in ways that affirm their relevance and validation.
To attract the "Rookie Star Explorers" and integrate them into the Galaxy portfolio, we propose starting with the Galaxy Z Flip. Its flip design makes it convenient to carry and enables users to capture optimal camera angles for their Tiktok videos. Furthermore, introducing the Galaxy portfolio through a mobile phone is a natural fit for a generation that is heavily reliant on smartphones. If a potential customer already has a phone from a competing brand that offers similar items, there would be little incentive for them to purchase the buds or the watch.
Samsung is struggling to gain market share among Generation Z, particularly among women. Our analysis revealed that for our target audience of "rookie star explorers," their phones serve not only as a means of communication but also as a representation of their identity. If only a small fraction of their peers are using Samsung products, what would motivate our target segment to do the same?
To address this challenge, we propose putting the Galaxy Flip in the hands of influencers who are trusted by and connected with Gen Z women. Additionally, we suggest partnering with a brand that has already demonstrated expertise in appealing to this demographic through aspirational branding.
We presented a proposal for a partnership with Wildflower cases, a popular phone case brand that effectively targets Gen Z women with aspirational branding. Wildflower excels in connecting with our target market through trendy and unique products and aesthetics.
In the past three months, Wildflower has generated over 650,000 sales and 75% of their website traffic is organic, stemming from their successful collaborations with influencers. Influencer marketing is a crucial element of e-commerce for Gen Z girls, as our survey results showed that 70% of respondents purchased products based on influencer recommendations.
The primary objective of our campaign is to launch exclusive designs for phone cases and phone charms for the Galaxy Z Flip4, with the aim of increasing awareness and consideration of Samsung's latest phones among our target market.
For our campaign, we selected three key influencers: Addison Rae, Emma Chamberlain, and Olivia Rodrigo. Addison is already a Samsung influencer and the fourth most followed person on TikTok. Emma is a current collaborator with Wildflower and is seen as a fashion icon, having popularized trends like doc martens, sweater vests, and dad shoes. Finally, Olivia is a relatable celebrity who resonates well with our target audience.
We handpicked these three women because they are skilled at engaging with Gen Z women and are seen as both aspirational and relatable.
To promote the collaboration with Wildflower and create a sense of relatability and aspiration around the Galaxy Flip, we developed a strategy inspired by Emma Chamberlain's paparazzi shots showcasing her coffee brand. Instead of featuring coffee cups, we proposed our influencers showcase their phones (in Wildflower cases) by flipping them over their back pocket, effortlessly integrating them into their outfits. These images will then naturally circulate, portraying the Flip as an extension of the influencers' unique styles.
Lastly, we produced a TikTok video as a demonstration of how we would unveil the collaboration with Wildflower. The TikTok clips will feature our chosen influencers exhibiting and flaunting the Flip while surrounded by Y2K-themed graphics. This retro-futuristic design trend is widely popular and can be observed in several of Wildflower's case designs.
We proceeded to outline the logistics of the campaign, providing a timeline overview and platform calculations based on projections from comparable initiatives.
We developed a customer journey to illustrate how all aspects of the campaign collaborate to persuade the Rookie Star Explorers to switch to the Flip and, subsequently, invest in other products within the portfolio.
Lastly, we discussed the channels through which the Flip and Wildflower cases will be advertised and sold, along with the projected measurable effect of the campaign.
Project Techniques
SWOT Analysis
Empathy Map
Campaign Scheduling
Segmentation
Journey Mapping
Persona Map
Storyboard Designing
Profitability Calculations
Channel Strategy
Business as Usual, 2022