NEW PRODUCT LAUNCH:

BUILD PRODUCT AWARENESS & O2O CONVERSION

Samsung:
Bubble Bear
Does Saigon

Client | Samsung
Region | SEA - Vietnam
Agency/Partner(s) | Dentsu Redder
Vertical | Technology
Platforms Leveraged | Facebook & Instagram Feed, Stories, In-stream
CAMPAIGN OVERVIEW
Teasers Launch

Successfully launched, built product

awareness and gain early conversion for
Samsung Eco Bubble Washing Machine, by
creating localized assets to tailor Eco Bubble
technology to Vietnamese daily life with an
Online-to-Offline connection.
Achieved +7.9pts ad recall lift with 5.3X
lower cost per ad recall than vertical
benchmark, +3.9pts message association
lift and a strong 11.4X ROAS via Online-
to-Offline.
THE BACK STORY

Background
Samsung Eco Bubble washing machine helps to tackle common difficult stains (such tea,
mud, grass, etc). With the special bubble soaking action, Eco Bubble penetrates deep
into fabric fibers and loosens soil from the fabric. This new technology protects delicate
fabric from shrinkage/distortion and for a very gentle clean.
THE BACK STORY

Challenge
Majority of Samsung marketing materials
are global assets from Korea which does
not resonate well with the local audience.
How does a huge global brand be more
relatable to the local market?
Goal/Objective
Launch and build awareness for Samsung
Eco Bubble washing machine in Vietnam
with its mascot, Bubble Bear.
JOB TO BE DONE

Launch New Product

All activities required to successfully launch new product in consumer tech,
including awareness, message infringe & early sales drive
STRATEGY

Overall Strategy
To show that Vietnamese people need the Eco Bubble washing machine, through an experiment of
Bubble Bear being a Vietnamese person in a day.

Insights of Vietnamese daily life

• Most Vietnamese people will experience dirty laundry with tough stains due to their daily lifestyle
– the wet weather, street food, traffic, transport, environment.
• Vietnam's climate is diverse, with freezing temperatures and even snow in its northern highlands.
The southern monsoon brings in wet and humid weather. Different types of clothing from
traditional wear to winter wear are necessary.
• 74% of the people use motorbikes for their daily commute. The traffic, construction and
industrial activities are the main cause of dirt and pollution in the air and water in cities.
• Kids playing football, badminton, etc. on streets and swimming in rivers are a common sight.
• Street food (dishes with sauces, tea, etc.) is a big part of urban Vietnamese culture.
IDEA

Bubble Bear Does Saigon

KOLs day-out with Bubble Bear to show audience how daily
activities can make clothes dirty. Using teasers to create
curiosity on how Bubble Bear get himself clean with Samsung
Eco Bubble Washing Machine.
EXECUTION

Teasers (paid and organic)

Pairing influencers in different categories (food & entertainment) to bring bubble bear out to
experience the weather, traffic and daily activities in Vietnam and getting himself dirty.
EXECUTION

Teasers (paid and organic)

Pairing influencers in different categories (food & entertainment) to bring bubble bear out to
experience the weather, traffic and daily activities in Vietnam and getting himself dirty.
EXECUTION

Bubble bear launched

the laundry secret
using the key BPM
growth focus products –
in-stream and stories.

The teasers increased the

anticipation of these
long-form videos and
made them more
interesting to watch.
EXECUTION

Drive online-to-offline with11.4x ROAS

RESULTS & IMPACT

Main Campaign KPI 11.4X 7.9pts

The winning cell with teasers, in-stream ROAS ad recall lift
and stories achieved +7.9pts in ad recall lift, (O2O conversions +75% APAC benchmark
provided by client)
with 5.3X lower cost per ad recall than vertical
benchmark and a strong +3.9pts lift in message
association, increased brand and product
awareness and relevance in the market.
3.9pts $0.09
message association cost per ad recall lift
+143% vertical benchmark 5.3X better than vertical

Organic Teaser Posts

• 714K Views
+24% 4.6X
post engagement vs CTR vs
• 41K Engagements
• 5K Buzz
avg. washer posts avg. washer posts
(provided by client)
ADDITIONAL BUSINESS IMPACT CONSIDERATIONS

Testing a Hypothesis: AVERAGE WASHER POSTS BUBBLE BEAR CAMPAIGN RESULTS

This created a localised market strategy for a global MESSAGE ASSOCIATION Flat 3.9pts 3.9X
brand. Campaign with teasers that have local insights –
ENGAGEMENT 4.2K / Post 5.2K / Post + 24%
people, environment, culture and lifestyle – is more
CTR 0.48% 2.2% 4.6X
relevant and more relatable to the audience.

Additional Learning:
Vietnam has the highest video consumption on FB CELL 3: BAU + AWO
Watch globally. It is essential for this campaign to CELL 1: BAU + AWO + Instream during RESULTS
campaign
successfully showed that in-stream with good story-
BRAND LIFT 4.7pts 7.9pts + 68%
telling value-added the brand lift and message
association COST PER BRAND LIFT $0.13 $0.09 - 30%

Initial Online-to-Offline connection also proved

MESSAGE ASSOCIATION 1.4pts 3.9pts + 178%
Facebook’s role beyond branding to driving sales
ADDITIONAL BUSINESS IMPACT CONSIDERATIONS

Press Results: