Samsung galaxy s7

a new record—11% market share for pre-orders

the BACKGROUND

stiff competition

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?

the goal

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.

the strategy

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 SOLUTIONS

product launch

the success

  • 11%

    category market share of pre-orders

  • 3x more

    click-thru to product pages

  • 475% lift

    in phone contracts

  • 3.5x lift

    in guests clicking “Find it at a Store” on the S7 product page

win/win

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.