#ThatSucks
Samsung UK
Role: Creative Director, copywriter, strategist and project manager. Devised, pitched, sold and launched the idea.
Vine talent: @Supashakes and @Gooree
Challenge
2013 - Samsung is well know for making mobile phones and TVs but is less known for its household appliances - especially the fact it makes vacuum cleaners. So how can they drive awareness of their new motion sync cylinder bag-less vacuums.
Idea
A three month long stop motion Vine campaign entitled #ThatSucks - highlighting topical and relevant situations that suck and how the Samsung vacuum can help.
The campaign not only attempted to focus on product features it also tapped into pre-planned sporting, TV and calendar moments allowing the brand to Tweet out the engaging content and the most relevant time - taking advantage of Twitter’s real-time conversational nature.
Over 30 pieces of content were made giving the brand an entire bank of content. Once people on Twitter had seen the Vines they were then retargeted with a series of direct response ads pushing them to the e-commerce site to buy the new vacuums.
At the time the campaign was by far the largest ad booking for a creator-led campaign at Twitter UK.
Results
The brand’s initial KPIs were smashed (for impressions, engagements and cost per engagement) and there was a huge increase in positive sentiment around Samsung Home Appliances during the campaign period. It also drove a significant shift in both brand awareness and intent to purchase.
People on Twitter also really seem to appreciate both the timeliness and relevance of the ads and the craft that went in to making them.
