Brand

Management
FINAL REPORT

LECTURER: DR HO HUU LUC

TABLE OF CONTENT

Campaign Summary Recommendations for

1 3
Executive Summary Improvement

2 Critical Evaluation Conclusion

4
Executive
Summary
 Review of the old
Samsung Zip4 campaign
 ATTRACTIVE OFFERS THAT ZIP 4 OFFER
Samsung Care+, Trade-in & Guaranteed trade-in offer are
still among the top favorite promotion of Foldable users
• Financing plan (esp. Flip), Eco bundle & Free Storage
upgrade are becoming more attractive for Foldable users

REVIEW: Galaxy Z Flip 4 has a

beautiful appearance, small
changes in design although not
too different, the same goes for
the camera. But users get a few
annual upgrades and the
battery offers better
performance.
 State the
specific
campaign
being
reviewed
To garner attention and interaction
within the "Subculture" community
and among young individuals
passionate about creativity through
the "NHAP HOI LINH HOAT."
1.Campaign
Sumarry
Campaign
summary
Identifying the target customer
base.
Discovering insights into that
customer group.
Proposing Highlight Activities.
Communication Channel choices
Compare Campaign
Creative content
 Target
audience
Target customers are from 18 to 25
years old
Life Style
Active, creative, exploring. This
matches the the connectivity of the
campaign
Insight
Insight
Insight
 Campaign
Persuade one billion people to
switch to using foldable

Objective
smartphones

maintain a 60% market share in

foldable phones

Penetrating
the "reverse Increase Samsung's market share
thinking"
community

Attracting the attention of

GenZ,15millions Penetrating the "reverse
thinking" community
Highlight
Activities
Collaborating with Fashionista
Châu Bùi, Tattoo Artist and
Founder of Saigon Ink Danis
Nguyễn, and young artist cum Co-
founder of Nirvana Streetwear Thái
Linh.
Placing billboards and photo
booths at F&B brands like Phuc
Long and Thuc Coffee.
Sponsor The New Mentor
Samsung Experience Store
 Result
Target customers are from 18 to 25
years old
2. Critical
Evaluation
 Branding
Strategy
Samsung has created creative and diverse
advertising campaigns, occupying the space from
online to offline in the past 2 months to attract
attention to the Galaxy Z Flip 5 and Galaxy Z Fold 52
products. Galaxy Z Flip 5 and Fold 5 quickly
attracted attention in the mobile phone market.
Unique new features include FlexCam hands-free
shooting mode, optimized battery life and water-
resistant technology.
Awarness
At the hip-hop-focused SBM festival in Poland, 11,000 festival-
goers visited Samsung's unique Galaxy Zone for an immersive
experience of the Galaxy Z Flip5 and Galaxy Buds2 Pro,
concluding with a photography contest awarding the brand
new Galaxy Z Flip5 to 3 winners.
Evaluate

In short, the announcement of Samsung galaxy Z Flip 5

and Z fold 5 in Korea gives everyone the opportunity to
visit and experience the brand's new products, helping to
increase brand awareness of the brand and in total sales.
From August 1, Samsung said the Galaxy Z Flip5 is more
popular and accounts for about 70% of total orders.
Previously, Galaxy Z Flip4 also accounted for 60%.
 Communication
Channel Choices

3 D - O O H
 Communication
Channel Choices

B I I B O A R D
 Communication
Channel Choices

28% of people smartphone

46% of users will choose to buy Samsung products
39% and Motorola with 6%. Samsung's folding
screen products
92% of users planning to stick with the brand for a
long time.
To reach 22.7 million units by 2023.
 Communication
Channel Choices

On August 27, the 2023 Galaxy Fold Cup gaming

tournament reached an epic conclusion.
On August 27, the 2023 Galaxy Fold Cup gaming
tournament reached an epic conclusion
Over 210,000 additional viewers tuning in on the
internet live broadcast, the tournament
demonstrated Galaxy Z Fold5’s spacious display
Communication
Channel Choices
 Communication
Channel Choices

T W I T T E R
Delivering 32 million impressions at a CPM
of just 51% of @SamsungUK’s
The campaign saw 15 million video views at
a CPV of £0.01 and an average view-through
rate of 52.2%.
12 percentage point increase in ad recall
across the campaign.
 Communication
Channel Choices

Y O U T U B E
 Communication
Channel Choices

E L E C T R O N I C
Single-core score of 2,030 and a multi-core score of 5,233

M E D I A Slightly worse than the single-core score of 2,066 and the

multi-core score of 5,549 from the Z Fold 5.
 Communication
Channel Choices
Customers experience 2 different
phones and the advantage of flip 5
gets a huge number of views: 76.7k
likes, 2496k comments, 5371 shares

T I K T O K
 Communication
Channel Choices

I N S T A G R A M

Combined with Gen Z friends to increase channel interaction to more than

100k likes for Samsung page, creating new trends that many young people
love and follow.
 Compare
Campaigns

Samsung unveiled Galaxy Z

Eye-Catching and
Fold 4 and Flip 4 creative
Convenient Galaxy Z Flip
marketing campaigns across
4-Shaped Chairs in
the globe.
Belgium

Z F L I P 4
Join SammyFans on Telegram
Capturing Your Best Angle in
Brazil

Unleash Your Creativity With the

Galaxy Z Flip 4 FlexCam in Japan
 Compare
Campaigns

A Phone That Moves With You in the Light up the Night With Galaxy Z
Czech Republic Series in Taiwan

Z F L I P 4
 Compare
Campaigns
The Eye-Catching Follow Up
Campaign to the 2022 “Join the Flip
Side”.
The 2023 Join the Flip Side” builds up
on the generic customer fear of
unfamiliarity.

Z F L I P 4
 Compare
Campaigns

It's 2023, and as inconceivable as something like this might have seemed
just a couple of years or so back, Google is advertising its latest phones by

Z F L I P 5
making fun of Apple while Samsung is... not.

Galaxy Z Flip 5 are expected to be significant upgrades over their

predecessors, with larger, more durable displays and longer-lasting
batteries.
This Samsung Galaxy Z Flip 5 teaser video is also a clever horror
movie spoof
 Z F L I P 5 > Z F L I P 4

The campaign has many

The later the campaign gets
more shortcomings than

Compare
more creative
the new campaign

has many marketing

Customer reaction was not

Campaigns
advantages
so outstanding

Unique campaign with a large

Create many campaigns
number of customers
that few customers
remember
affirming its solid position
when it comes into existence
 Creative Content
2 0 2 3

Messeage
Nghi duoc lam duoc
Reach and view :
Reach:45M(86%
Creative Content
pool|101% KPI)
44,7M Digital view
MVR: 45%(vs KPI 45%)
 Creative Content

2 0 2 3

Order:179(
97% vs KPI)
 Creative Content
Pre-order: 145 | Engagement: 33.6K |
CR%: Van Hanh & Aeon Long Bien: 0.43%
2 0 2 3 Central Post Office: 0.16%.

Experiential
Marketing
 Creative Content
378 Outcomes (1.2x B4Q4) | Engagement Dashboard:
1,8M|ER:1%( Rank 3 SEO)

2 0 2 3

Conversion via
Influencers
 Creative Content
5,057 outcomes | Buzz: 694,027 (1.8x
B4Q4) |

Subculture & Social

Engagement:
 Creative Content
Outcome: 292 Paid & 2235 Earn -
Achieved 117 % KPI & 147 % vs Q4B4

2 0 2 3

Product
Innovation
 Monitoring
KEYHOLE

Keyhole tools are commonly used to track and analyze social media activity, including hashtag analysis, tracking
competitor activity, measuring user engagement, and providing analytics information. Multidimensional social
media marketing performance.
Samsung Social Media Strategy: Widespread Reach With Curated Content (keyhole.co)

TOOLS Keyhole is used in instagram of samsung

SamSung use Nội dung đoạn văn bản của bạn

to monitor in
Campaign
 Monitoring
KEYHOLE

Keyhole tools are commonly used to track and analyze social media activity, including hashtag analysis, tracking
competitor activity, measuring user engagement, and providing analytics information. Multidimensional social
media marketing performance.
Samsung Social Media Strategy: Widespread Reach With Curated Content (keyhole.co)

TOOLS Keyhole is used in instagram of samsung

SamSung use Nội dung đoạn văn bản của bạn

to monitor in
Campaign
 Monitoring
EFFECTIVE

Track and analyze social media activity,including hashtag analysis, tracking competitor activity,measuring user
engagement, and providing analytics information.

TOOLS Keyhole is used in instagram of samsung

SamSung use Nội dung đoạn văn bản của bạn

to monitor in
Campaign
 Monitoring
KEYHOLE

Keyhole tools are commonly used to track and analyze social media activity, including hashtag analysis, tracking
competitor activity, measuring user engagement, and providing analytics information. Multidimensional social
media marketing performance.
Samsung Social Media Strategy: Widespread Reach With Curated Content (keyhole.co)

TOOLS Google Analytics

SamSung use Nội dung đoạn văn bản của bạn

to monitor in
Campaign
 Monitoring
KEYHOLE

Keyhole tools are commonly used to track and analyze social media activity, including hashtag analysis, tracking
competitor activity, measuring user engagement, and providing analytics information. Multidimensional social
media marketing performance.
Samsung Social Media Strategy: Widespread Reach With Curated Content (keyhole.co)

TOOLS Google Analytics

SamSung use Nội dung đoạn văn bản của bạn

to monitor in
Campaign
 Monitoring

TOOLS
SamSung use
to monitor in
Campaign
3. Recommendations for
Improvement
 Evaluate the effectiveness of the
"Nhap Hoi Linh Hoat" campaign
Holistic Media Plan

Reach: 45M (86% pool |101% vs KPI)

2 0 2 3 • 44.7M Digital Views| TV GRP 657.3
• Freq. 11
MVR: 45% (vs KPI 45% )
• Orders: 179 (97% vs KPI)
Youtube: Increase +6.5% compared to
KPI
Facebook: Ad recognition increased
by +6.1% compared to KPI
Tiktok: Increase +10.1% compared to
Youtube Facebook Tiktok KPI
 • Overwhelmed OOH x Flip Town to grab
2 0 2 3 Gen Z attention
Block Gen Z hotspots to call for joining
the Flipside
5 OOH | 9 DOOH
2 0 2 3 • Hands on x Pop-Up Store I SES/SPS I
Retailers I Campus
SES-SPS/ Pop-up / Campus to enhance
brand deep dive experience
Pre-order: 145 | Engagement: 33.6K |
CR%: Van Hanh & Aeon Long Bien: 0.43%
Central Post Office: 0.16%
2 0 2 3
• Product Personalization X Gen Z Relevant
Sub-cultures
Customized case to provide exclusivity and
foster the sense of we-ness
10K unit |
2 0 2 3
• Culture Store Partnership x customized
Merchandising
Customized Merchandises with unique
designs & culture essence
17 stores | 7 Partners|
4. Conclusion
- After completing the work on the campaign, the team had a comprehensive perspective on
the campaign with good points and points that needed improvement through the campaign
that Samsung deployed to customers, the campaign was not really segmented to the whole.
All ages know Samsung effectively.
- The Z Flip 5 2023 campaign caused a huge impact, especially among young Gen Flip 5 on
the Vietnamese market, amazingly creative and impressive design, creating a fever in the
market at that time
- From
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2 0 2 3
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 BRIEFLY INTRODUCE THE
REPORT'S PURPOSE:

1 2015-2016 3 2018-2020
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2 2016-2018 4 2020-2022
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