Samsung Galaxy Buds2: A Case Study on Engaging Gen Z with IoT
Technology Category
- Sensors - Acoustic Sensors
Applicable Functions
- Procurement
About The Customer
The target customer for the Samsung Galaxy Buds2 is the Gen Z demographic. This group is known for its tech-savviness, appreciation for quality products, and responsiveness to innovative and engaging marketing campaigns. They are likely to be attracted to the vibrant colour palette of the Galaxy Buds2 and the mid-range price point. The use of recognisable, comedic celebrity voices in the campaign is also likely to resonate with this audience, who value authenticity and relatability in their interactions with brands. The nationwide DOOH campaign and large format sites, including a takeover of Waterloo’s underground travelator, are designed to reach this demographic in their everyday environments.
The Challenge
Samsung launched its second set of headphones, the Galaxy Buds2, in the summer of 2021. The company identified that discomfort was the primary barrier preventing consumers from purchasing new headphones. Additionally, the market was saturated with earbuds that offered poor sound quality and an uncomfortable fit. Samsung aimed to overcome these challenges and introduce a product that would not only provide superior comfort and sound quality but also appeal to a fresh audience, particularly the Gen Z demographic. The challenge was to create a disruptive, engaging, and fun campaign that would effectively communicate the comfort and quality of the Galaxy Buds2 and capture the attention of this younger audience.
The Solution
Samsung developed a unique marketing strategy that leveraged the recognisable, comedic celebrity voices of Big Narstie and Diane Morgan. The campaign was designed to grab the attention of Gen Z and communicate that the Samsung Galaxy Buds2 are so comfortable, they've been 'endorsed by ears'. The product was positioned at a mid-range price point and featured a vibrant colour palette to further appeal to the Gen Z audience. The audio ads were supported by eye-catching designs that visually translated the light-heartedness of the audio. The media campaign included a nationwide DOOH campaign and large format sites, including a takeover of Waterloo’s underground travelator. Fly posters were also placed in cities across the UK, and the campaign was played out across bespoke sound-on social platforms.
Operational Impact
Case Study missing?
Start adding your own!
Register with your work email and create a new case study profile for your business.
