Samsung's Innovative Approach to Promote Galaxy Buds2 Pro and Galaxy Watch5

The wearables market is highly saturated, with multiple brands offering similar functionalities and few clear product differences. In 2022, Samsung faced the challenge of launching two of their wearables products – the Samsung Galaxy Buds2 Pro earbuds and the Galaxy Watch5. This was the first time Samsung had promoted these two products together, aiming to highlight their combined potential to enhance exercise and wellbeing. However, the company needed to differentiate itself from the 'alpha wellbeing' culture, characterized by a relentless pursuit of improvement, chasing 'streaks' and breaking personal bests. This culture often leads to a rigid, prescriptive approach to exercise and wellbeing, which is not appealing to a growing cohort of people who prefer to let their feelings guide their exercise and behaviours.

The target customers for Samsung's campaign were the new generation of wellbeing advocates. These individuals are not driven by the 'alpha wellbeing' culture of constant improvement and rigid goals. Instead, they prefer to let their feelings guide their exercise and behaviours. They are open to unconventional methods of exercising and are looking for ways to make their routines more personal and enjoyable. They are also tech-savvy and are looking for wearable technology that can support their unique approach to wellbeing. They are likely to be spread across various age groups, but are united by their desire for a more flexible, instinct-driven approach to exercise and wellbeing.

Samsung, in collaboration with Iris, decided to establish a counterpoint to the 'alpha wellbeing' culture. They aimed to promote a more idiosyncratic approach to wellbeing, showing people exercising in a less conventional but more personal way. The campaign was based on the insight that people should enjoy the process of exercise and follow their feelings, leading to more and better movement. Targeting a generation of wellbeing advocates who use technology to support their instincts and behaviours, Samsung launched a campaign with 2x 20s films across TVC, OLV and VOD in the UK and Ireland. This was supported by an accompanying Social & Digital campaign, demonstrating the unique benefits of using the Galaxy Buds2 Pro earbuds and the Galaxy Watch5 together.

• The operational results of Samsung's campaign are not quantitatively defined in the case study. However, the campaign's innovative approach to promoting wellbeing and exercise likely resonated with the target audience. By subverting the 'alpha wellbeing' culture and promoting a more personal, instinct-driven approach to exercise, Samsung differentiated itself in the crowded wearables market. The campaign also highlighted the unique benefits of using the Galaxy Buds2 Pro earbuds and the Galaxy Watch5 together, potentially driving sales of both products. Furthermore, the use of multiple media channels, including TVC, OLV, VOD, and social and digital platforms, ensured broad reach and visibility for the campaign.