AGENCY
Cheil Worldwide

ROLE
Designer

OVERVIEW
I worked on the Discover Samsung Event (DSE) campaign, which focused on promoting seasonal sales through a variety of strategic marketing channels. My role involved developing and executing a comprehensive campaign that targeted key audiences across multiple channels, including Samsung’s website (s.com), programmatic ads, social media platforms, and high-visibility locations like Times Square billboards.

By tailoring messaging and creative for each channel, the campaign effectively drives awareness and excitement around Samsung's best seasonal sales, showcasing exclusive offers and new product releases.

GOAL
The goal of the DSE campaign was to drive sales by showcasing the best deals while also using storytelling to engage customers. By crafting narratives that helped users envision Samsung products in their daily lives, we aimed to create an emotional connection that encouraged not only immediate purchases but also exploration of additional products, driving unexpected conversions and deeper brand engagement. Additionally, the campaign focused on increasing awareness of the sale across various channels, ensuring that a broad audience was informed and motivated to take advantage of the limited-time offers.
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SOLUTION
We created use cases for various seasonal scenarios, such as working from home during the fall, to demonstrate how Samsung products fit into everyday life. These scenarios were then utilized across different marketing mediums, including social media, ads, and website content, to showcase the practical benefits of the products. By developing simple yet impactful visuals, we promoted the products in a clear and relatable way, ensuring they resonated with users across multiple touchpoints.

These are the various platforms we campaigned DSE: 

DSE RESULTS
The Discover Samsung Event campaign drove significant sales and brand awareness. By combining storytelling with targeted promotions, we saw increased engagement, higher traffic to product pages, and a boost in conversions. The use of multiple channels, including social media and billboards, expanded reach and increased awareness, while the emotional connection fostered through storytelling led to more product exploration and cross-selling, exceeding our conversion goals.

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WHAT I LEARNED
I learned a great deal about brand guidelines, not only within Samsung but also across the various platforms we used for this campaign. I gained a deeper understanding of the importance of marketing—how to effectively express product value while maintaining consistency across channels. Working closely with cross-functional teams to decide how to promote products and which ones to highlight helped me realize the importance of organization and collaboration. With so many conversations and stakeholders involved, clear communication was key to ensuring a cohesive and successful campaign.