Samsung Galaxy ecosystem marketing: A case study in youth centric marketing in India
Over 100 million Indian students benefit from Samsung's largest multi-channel Back to Campus campaign
Samsung's 2024 Back to Campus campaign, the brand's largest ever, targeted India's massive student population during the crucial back-to-school (BTS) season. Samsung launched a campaign in May to promote its Galaxy Ecosystem among students, targeting 100 million+ prospective buyers.
Campaign Goals and strategy
Samsung's campaign aimed to increase Indian students' use of the Galaxy Ecosystem—smartphones, tablets, laptops, and wearables. Secondary, higher secondary, and college students provided a large business opportunity.
India, with over 300 million students, was ideal for this effort. Samsung's Back to Campus campaign targeted 100 million+ secondary, higher secondary, and college students. The timing was critical since May–August is considered a key purchase season for categories related to students with those in school gearing up for classes post summer vacations and ones in college are set to kick-start a new session.
Campaign Goals and strategy
Samsung's campaign aimed to increase Indian students' use of the Galaxy Ecosystem—smartphones, tablets, laptops, and wearables. Secondary, higher secondary, and college students provided a large business opportunity.
India, with over 300 million students, was ideal for this effort. Samsung's Back to Campus campaign targeted 100 million+ secondary, higher secondary, and college students. The timing was critical since May–August is considered a key purchase season for categories related to students with those in school gearing up for classes post summer vacations and ones in college are set to kick-start a new session.
Why this campaign?
Samsung acknowledged the changing needs of Gen Zs, including their desire to learn and start businesses. Market research show that 43% of Gen Z students want to learn new skills and pursue non-traditional careers. This insight guided the campaign's messaging, which pushed students to “Show Them How It's Done” and positioned Samsung's technology as the perfect partner in self-discovery and taking on new challenges.
Campaign Communication
The campaign was carefully designed to appeal to Indian students' changing aspirations and goals. The story revolved around three students—a podcaster, a DJ, and a designer—who used Samsung Galaxy devices to defy regular social conventions with their parents posing as their biggest cheerleader as they pursued their goals. Samsung's AI-driven Galaxy Ecosystem is all about encouraging young students to accomplish their aspirations.
The films follow a music producer, podcaster, and fashion designer and the unrelenting pursuit of their aspirations and how the Galaxy ecosystem is their perfect partner in their journey.
Episode 1 | Music Producer
Episode 2| Podcaster
EP:3| Fashion Designer
Multi-channel execution
The 360-degree Back to Campus campaign included digital, print, retail, and on-ground activations. Samsung used multiple channels to maximize reach and impact.
- Digital and social media
The campaign garnered over 2 billion digital impressions and 370 million+ video views. Social media engagement was high at 199 million. Samsung worked with leading tech bloggers, influencers, and media outlets to generate positive awareness for the campaign.
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- Retail and print media
Retail and print media helped promote the campaign. Samsung promoted its product benefits and student-friendly deals at over 6000+ retail touchpoints. Print ads in 10 major cities were issued in national and regional publications to reach a wider audience.
- On-ground activities
Samsung is also holding design thinking workshops in 12 cities at over 100 schools and universities. These workshops enable a hands on experience among students to use Samsung products to solve real-world challenges creatively.
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Performance and Growth metrics
The campaign increased search results for student-focused categories by 2.3x, visits by 3.4x, and purchases by 1.3x.
A full-funnel campaign to maximize impact
Samsung's Back to Campus campaign is a market success and an example of full-funnel marketing. Samsung promoted the Galaxy Ecosystem adoption among students during a major buying season by targeting a key demographic. The campaign's search, traffic, revenue, and engagement analytics set a standard for future BTS promotions.
Samsung's multi-channel strategy and engaging narrative ensured that the campaign resonated with its target audience. Samsung established itself as a frontrunner among students during this competitive period and left no stone unturned to #ShowThemHowItsDone.
The campaign increased search results for student-focused categories by 2.3x, visits by 3.4x, and purchases by 1.3x.
A full-funnel campaign to maximize impact
Samsung's Back to Campus campaign is a market success and an example of full-funnel marketing. Samsung promoted the Galaxy Ecosystem adoption among students during a major buying season by targeting a key demographic. The campaign's search, traffic, revenue, and engagement analytics set a standard for future BTS promotions.
Samsung's multi-channel strategy and engaging narrative ensured that the campaign resonated with its target audience. Samsung established itself as a frontrunner among students during this competitive period and left no stone unturned to #ShowThemHowItsDone.
