Samsung's retargeting recipe: blending branding and performance ads to capture potential customers

Retargeting audience and increasing purchase intent for S Galaxy Ultra through TikTok’s branding and performance ads.

68%
In Initiate Checkout
(vs. BAU)
+11%
Shop Ads Conversion lift from audience that was primed with brand ads first
-9%
In Cost Per Action
(Clicks + ICO) from audience that was primed with brand ads first

How Samsung Increased Purchase Intent For Their Flagship Product

Samsung stands as one of the top smartphone brands in Vietnam. Founded in 1969, the company prides itself on being a ‘relentless pioneer.’ This spirit is embodied in its latest flagship product: the Galaxy S Ultra. The most exciting highlight of this smartphone is the advanced camera system that boasts four distinct lenses. While these features represent cutting-edge innovations that significantly enhance the user experience, Samsung felt the need to retarget its audience and increase purchase intent among potential customers. Through branding and performance ads as well as retargeting solutions provided by TikTok for Business, Samsung was able to achieve both of these goals.

Integrating Branding & Performance Strategies to Hook Potential Customers

Samsung integrated branding and performance ads to enhance campaign effectiveness. For branding ads, Samsung utilized Focused View to connect with users who are more likely to engage, driving quality views of at least 6 seconds. This is aimed at capturing attention and driving initial consideration.

Performance ads, on the other hand, were prepared to help Samsung drive product sales. Samsung utilized ShopAds, especially Video Shopping Ads (VSA), to retarget the audience who previously engaged with the brand through Focused View, providing these potential customers with product education about the Galaxy S Ultra to increase purchase intent. These strategies effectively complemented each other, resulting in a 68% increase in initiated checkouts compared to business as usual.

Measurement: Key to Optimizing Marketing Strategies & Impact

As a highly data-driven company, research is the core that fuels Samsung’s technological advancements and drives its market success. Samsung utilized both Full-funnel Study and Conversion Lift Study in its partnership with TikTok. Full-funnel Study helped Samsung to measure performance impact from both branding and performance ads.

On the other hand, Conversion Lift Study enabled Samsung to specifically measure the direct impact of its ads by analyzing the conversions attributable to the campaign. This study provided valuable insights into how effectively the ads work and helps the brand refine its strategies in promoting Galaxy S Ultra, including integrating brand and performance ads that ultimately resulted in an 11% lift in Shop Ads Conversion and a 9% lower Cost Per Action.

TikTok Solutions Toolkit

Focused View

Shows ads to audience who view the content for at least 6 seconds and are most likely to actively engage to drive brand impact.

Video Shopping Ads

Displays shoppable videos on users’ For You Page, offering a seamless in-app payment experience.

In-Feed Ads

Places a sound-on, vertical video ad thatcan be further enhanced with interactiveadd-ons to boost engagement.

A Blueprint for Driving Immediate Results & Optimizing Strategies

Leveraging both branding and performance ads as well as retargeting solutions has proven to be a winning strategy for Samsung, enabling the brand to achieve its goals to retarget the right audience and increase purchase intent for one of its latest flagship products, the S Galaxy Ultra. By combining the strengths of both worlds, complemented with the measurement tools, Samsung ensured that the campaign drove immediate results and created a potentially lasting impact. The brand’s success perfectly illustrates how implementing a comprehensive approach like this will be a valuable investment for your brand.

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