A social-first campaign that intertwined product benefits with lifestyle trends, driving online conversations and offline purchases.
Challenge
Samsung sought to redefine the vacuum cleaner category by launching the Bespoke Jet, a product that seamlessly blends cutting-edge technology with sophisticated design.
Building on our long-standing partnership with Samsung, we were briefed to create awareness about the Bespoke Jet's superior capabilities within the red sea of sameness and drive precision relevance among the discerning Singaporean homeowner.
Approach
By delving deep into consumer insights, we identified a growing desire for products that not only function flawlessly but also enhance aesthetic appeal. We needed to shift consumer perception from viewing the vacuum cleaner as a mere utilitarian appliance to a coveted lifestyle accessory. The result? We positioned the Bespoke Jet as a statement piece that complements modern living, by positioning the home (and everything in it) as a reflection of one's personality.
Results
We developed a comprehensive social-first campaign that showcased the Bespoke Jet's innovative features while emphasising its effortless ability to fit into a stylish home. Attention grabbing, entertaining content pieces kept our audience engaged on a deeper level and brought social conversations to life at the right moments, reiterating Samsung's expertise in the spheres of hygiene, design and technology.
