L'observatoire Data & Créativité by iligo | Little moments, bigger things

Little moments, bigger things

Samsung was about to launch Note8, and according to its marketing strategy, it is a phone “for everyone”.
Samsung thinks its target audience varies in behavior. In order to reach for “everyone”, instead of relying on just one big insight, Samsung identified hundreds of little ones that differentiate consumers through micro-segmentation.

1, Hyper-relevant messaging, by matching micro-segment interests and behaviors to customized creative assets for their entire journey – from video, social display, and website landing pages – targeted them with the right message, at the right moment, resulting in over 3,500+ ad variations.
2, Complex device targeting and sequencing Targeting kicked off with a combination of demo, interest and keyword data; while users in ‘active evaluation’ were targeted with in-market and telco data. Brand identified users who were on devices that were over a year old, and developed re-marketing strategies using Samsung’s online and offline to re-engage high-intent users.

Based on local market data and optimized via DCO, 40 data-driven targeting strategies delivered over 3,500 permutations of personalized hyper-relevant content/ads to high-propensity audiences.
While users in ‘active evaluation’ were targeted with in-market and telco data. Brand identified users who were on devices that were over a year old, and developed re-marketing strategies using Samsung’s online and offline to re-engage high-intent users.