Samsung's IoT Strategy for GenZ Financial Health

Applicable Industries

Finance & Insurance
Telecommunications

Applicable Functions

Product Research & Development

Use Cases

Leasing Finance Automation
Visual Quality Detection

The Challenge

At the beginning of 2022, Samsung faced a challenge in bringing visual and tonal consistency to all its brand work across the UK, specifically targeting an urban, GenZ audience. The company wanted to develop a fresh, authentic visual identity that could work across all channels. Additionally, Samsung aimed to establish a partnership that resonated with this urban, GenZ audience. The company discovered that this audience's primary motivator and personal interest was financial security and managing finances, but there was a significant knowledge gap. Samsung wanted to break down the barriers to managing personal finance for this audience, showcasing how its technology and products could facilitate better financial health and planning.

About The Customer

The customer in this case study is Samsung, a multinational conglomerate known for its wide range of electronic devices and technology products. The company is headquartered in South Korea and is one of the world's largest producers of electronic devices. Samsung specializes in the production of a wide variety of consumer and industry electronics, including appliances, digital media devices, semiconductors, memory chips, and integrated systems. In this project, Samsung's target audience was the urban, GenZ demographic in the UK, with a focus on promoting financial health and planning.

The Solution

Samsung, based on design research into what appeals to the GenZ audience and considering the brand’s distinctive assets, developed a fresh, authentic visual identity. The company delivered a toolkit and templates for static and motion assets that could be picked up and applied by any partner agency. To connect with the GenZ audience, Samsung focused on showcasing how its technology and products can facilitate better financial health and planning. The company focused on the mobile phone category, enabling the audience to access their finances on the go. Samsung partnered with Curve, eToro, and Fiverr to help the audience manage their personal finance goals, on their terms. This strategy aimed to bridge the knowledge gap and promote financial security among the GenZ audience.

Operational Impact

Samsung's strategy resulted in a significant increase in brand consistency across all channels, effectively reaching the targeted GenZ audience. The partnership with Curve, eToro, and Fiverr not only helped in breaking down the barriers to managing personal finance for the GenZ audience but also showcased how Samsung's technology and products can facilitate better financial health and planning. The strategy led to a substantial increase in traffic to Samsung's website from the Members app, indicating a high level of engagement and interest from the target audience. The project also resulted in the creation of a large volume of content and partnership episodes, further expanding Samsung's reach and influence among the GenZ demographic.

Quantitative Benefit