Written by Benjamin Potter | Creative Director, CLICKON Media
Attention, marketing managers, it’s time to look at one brand who has trumped everybody else in 2016 for their advertising efforts. If you want inspiration on how to create a consumer-centric marketing strategy, look no further than Samsung Electronics.
The Korean giant won big at this year’s Cannes Lions International Festival of Creativity, scooping up the Marketer of the Year award. Over the past few years, Samsung have honed in on the impact of its technology on the lives of its consumers and created a insanely successful marketing strategy around it.
Rather than create speculative advertising, Samsung have focused on how its products can create meaning in the lives of its users. After a successful 2015 which saw them walk away with 27 awards at Cannes for its innovative life-saving technology on the Samsung Safety Truck, the brand has continued to create innovative campaigns. From virtual reality content collaborations with Vice and 20th Century Fox, Samsung have brought VR experiences to life.
Other successful campaigns this year include Wieden + Kennedy’s spot for the Galaxy S7 starring Lil Wayne, as well as a Leo Burnett spot in Argentina featuring technology for motorbikes that allows riders to check texts, calls and emails.
“At Samsung, enriching people’s lives is at the center of everything we do, and our marketing reflects this philosophy,” Moon Soo Kim, EVP of Global Marketing Center at Samsung Electronics, said in a recent statement.
Samsung’s consumer centric approach to marketing is something that at CLICKON we strive towards each day. After all we wouldn’t be anywhere without the people that visit our site each day. We constantly look to our audience for inspiration and structure each project to better engage with them. Our goal is to add value to reader’s lives whether it be through useful information or laughs.
In this approach, our number one long-term investment is in the audience we cultivate.