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.
