Samsung was launching the highly anticipated Samsung Galaxy S7, but Target wasn’t alone in the race for pre-orders. How could we encourage fans to turn to Target to try the new devices prior to their official release?
build on the buzz
To make the most of the hype surrounding the launch of the new Samsung Galaxy S7 and drive trial via pre-orders from Target.
know your audience
Thanks to smart 1st party and affinity targeting, we were able to reach guests who already showed interest in Samsung. We could also focus on those who had purchased and browsed handheld video games, as well as all electronics in general. These guests' shopping behaviors called for a channel mix of external search and mobile, where we featured both "pre-order" and "now available" messages to build pre-release buzz. We broke through the clutter with premium placements during the pre-sale phase and focused on building reach only after launch.
KEY SOLUTIONSproduct launch
in phone contracts
in guests clicking “Find it at a Store” on the S7 product page
Clearly, the targeted messaging strategy connected with the right guests. Target sold as many Galaxy S7 units at launch as its sales of S5 and S6 combined. And with more than 3.5 times the guests actively searching online for the S7 at a Target store, we set a new record for pre-orders with an incredible 11% market share. Samsung was thrilled with the 475% lift in phone contracts too.
samsung galaxy s7, edge now available. order online and pickup in store.