Samsung Appliance Builder Program Launch
Samsung was number one in televisions. Number one in smartphones and one of the ten most powerful brands in the world according to Interbrand. And for 15 years, customers loved the home appliances. But those appliances were only available directly to consumers through retail channels.
the challenge
Samsung was entering the highly competitive, and potentially highly rewarding, builder channel. Their goals were aggressive: to be number one just like every other category they’ve entered.
The Approach
Morrison developed the Samsung Builder Appliance Program. Leveraging the power of the brand—as an innovative technology leader— the campaign focused on the Samsung customer base that already existed, the passion they had for the brand, and how the builders could benefit from that. Morrison then went on to develop a robust B2B media plan and lead management program, integrated marketing campaign, numerous collateral pieces, sales apps, a dedicated builder microsite, and a campaign of automated marketing emails designed to nurture prospects through to conversion over time.
The Results
The media efforts generated 14.4 million impressions, and the builder site received 18 thousand sessions and 1,200 sales leads. As a result, 100% of Samsung’s sales goals were met, and the brand remained number one in market share.
+75 % Awareness in Year One
$1B in Quotes in
18 Months
