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| Janet N. | Partner, Executive Vice President & Director, Communications | NC | ||||||||||||
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| Kathryn M. | Associate Creative Director | NC | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Campaign Imminent: Samsung launches app for people with autism (Score 45)
- The app, Unfear, provides an alternative to noise-canceling headphones, which can shut out too many external sounds and create an isolating experience.
- It was developed with 's Spain office and will continue rolling out globally throughout the rest of 2023.
- Unfear, part of Samsung's "Technology with purpose effort," offers voice control and an SOS option.
- Both English and Spanish iterations have launched.
- The company will likely:
- Ramp up spend to support the app's promotional material (see video above)
- Continue increasing TV spend
- Return to higher digital spend
- Conduct agency reviews, especially once it finds a new CMO (more below)
- Target demographic:
- Millennials and Gen-X
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Samsung has spent approximately $2.1m on national TV commercials; by this point last year, it had not yet utilized this channel.
- Last year: The company spent around $13.9m on this channel in 2022 after having spent a mere fraction of this, around $567.2k, in 2021.
- 2023 ad programming: Samsung's 2023 commercials have targeted Gen-X watching shows such as The Bachelor, The Voice, The Masked Singer, NBA Basketball, and American Idol.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The company has allocated roughly $40.5m toward digital ads YTD, less than half of the roughly $92.5m allocated by this point last year.
- YTD data: Since the beginning of 2023, Samsung has earned about 4.9b digital impressions via Facebook (45%), Instagram (19%), YouTube (16%), desktop display (12%), desktop video (5%), mobile display (2%), and Twitter (1%) ads.
- Last year: The company's estimated full-year 2022 spend decreased by 5% to $286.7m from that of $300.9m in 2021.
- Additional channel insights
- The company utilizes OOH, print, digital, local broadcast, radio, Google Ads, and Facebook ads.
- Samsung sponsors podcasts such as The Glenn Beck Program, Today, Explained, Something You Should Know, Stuff You Should Know, and Conan O'Briend Needs a Friend.
Additional agency insights:
- Opportunity: If you haven't yet done so, get in touch soon to remain top-of-mind when Samsung finds a new marketing leader to succeed Michelle Crossan-Matos, who departed at the beginning of 2023.
- Current agency roster:
- Cheil Worldwide Spain: Agency partner (at least for this project)
- Cheil NY: Creative, digital, and social agency partner
- : Media and experiential AOR
- Worldwide: Media AOR
- : Creative and digital AOR
- : Creative AOR
- : Digital AOR Edelman: PR AOR
- : PR AOR
- : PR agency partner
- : Creative agency partner
- : Creative agency partner
- : Creative, media planning, and social agency partner
- : Experiential agency partner
- : Digital agency partner
Insight Sources: Broadcast insights estimated by .