The sky is the limit: that's what the Samsung Galaxy campaign shows on Tweakers

The sky is the limit! And that was proven with Samsung's campaign surrounding the launch of their latest line of Galaxy devices. The use of the Tweakers Test panel, branded content and display advertising resulted in great results. The test panel reviews achieved 5x more views than the benchmark, the branded content article achieved 4x more views and the CTR of the display campaign was twice as high as normal. Results to dream away. Curious about the strategy we deployed together with Samsung? Read on!

The sky is the limit: that's what the Samsung Galaxy campaign shows on Tweakers

Galaxy AI is here

It is now an annual tradition. On Jan. 17, 2024, Samsung launched the latest line of Galaxy devices at their Unpacked event: the S24, S24+ and S24 Ultra. This year, the focus was on integrating advanced AI features into the devices. To bring the new phones and applications to the attention of the target audience, Samsung enlisted the help of DPG Media. The goal? To create awareness of the new Galaxy line and convince consumers to purchase one of the new devices. Samsung's mission was central to this: to create innovations, overcome barriers and make a better world for everyone by seeing obstacles as opportunities. Galaxy AI is here!

User-generated content as the basis

Samsung's match with Tweakers was quickly made. On this platform, various curious visitors were already talking about the new Samsung models. And who better to use to convince this critical target group than the Tweakers themselves, who have a high affinity with technology? We posted an article online introducing the Tweakers community to the possibility of participating in the latest Tweakers test panel. Six lucky community members were allowed to review one of Samsung's new models for a number of weeks. Afterwards, they were allowed to keep the model in question. The result? Within two weeks we received six representative, in-depth user reviews on the Tweakers website that play a major role in the consumer orientation process.

Branded content to add extra power

Tweakers' six-member test panel formed the basis of the campaign. From the reviews, we created in-depth content that connected with the target audience using branded content. In this branded content creation, we embedded a video in which a Tweakers commercial editor highlights the most striking highlights from the reviews in a few minutes. We placed the video on Tweakers' YouTube channel to reach and touch even more people. To highlight the article on the website, we included it in the fixed position on the Tweakers homepage. This concerns the so-called 'Nieuwstracker' and the 'Action button', with which we promoted the articles for a week.

Continually visible with display advertising

To be continuously visible and introduce the target audience to the brand new Galaxy line, we deployed a display campaign on Tweakers' website from the moment of launch. We developed various banner formats. We created 'Billboard' and 'Leaderboard' for desktop/tablet and 'Double banner' for mobile. These displays showed the different devices of the new model and also revealed the trade-in value. The banners led directly to the new product page on Samsung.com.

The power of the Tweakers Test Panel

That the Tweakers community is at the front of the queue to test the latest gadgets was immediately apparent: the article with the call achieved over 27,000 views. That is some 350% higher than the original benchmark of similar test panel requests. As many as 251 enthusiastic community members applied via the poll in the article. Normally we receive around twenty to sixty applications. The six lucky winners went to work on the device resulting in a total reach of 15,702 unique views (benchmark: 3,000) on their reviews. On average, the test panel rated the devices 4.5 stars on a scale of 5, with the benchmark standing at 3 stars. And that's not all: the test panel's positive findings triggered a whopping 22 responses from community members who couldn't wait for the publications of the expert reviews.

Towering reach with branded content and display advertising

The always on display campaign for continuous visibility certainly did not prove to be without success. The Billboard achieved a CTR of 0.45% (benchmark 0.25%) and the Leaderboard and Mobile banner scored a CTR of 0.18% (benchmark 0.10%). The results of the news tracker and the action button on the homepage were also high: due to the high traffic on Tweakers, these achieve an average of 2,453,000 impressions per week. These buttons led visitors to the final branded content article about the reviews with the embedded video. This story reached 16,508 unique visitors within the campaign period out of a benchmark of 4,000. The video itself achieved 43,539 views where our benchmark promises 30,000 views. The percentage of people who watched the six-minute video was 58.2%.

The future

The sky is the limit! The Samsung Galaxy line is living up to its name as all benchmarks have been surpassed. The next product launch recently took place and once again Samsung chooses to join forces with DPG Media. The recipe for this success? Seduce, surprise and retain. To the right target group with the right message and in the right context.