Samsung Galaxy Community Marketing by Convosight Case Study
for Brands

Samsung, the most trusted smartphone brand, launched the Galaxy Watch4 in 2021, starting a new era of smartwatch innovation to drive holistic health and wellness.

The brand mission is to take inspiration from what people want to accomplish in their lives and work to create products that empower in new ways. This is what drives their innovation forward.

With the introduction of the Galaxy Watch4 series, Samsung aimed to revolutionize the smartwatch industry. Galaxy Watch4 series comes with the first-ever body composition capability, which lets users take complete ownership of their health. The Wear OS and their collaboration with Google give users access to a plethora of useful apps. At a time when health and wellness are of primary concern all over the world, the latest Galaxy Watch4 Series offers users holistic features on their wrist at all times.

Samsung’s Objectives

India’s smartwatch market saw record growth of over 274% YoY in 2021 shipments, according to the research from Counterpoint’s IoT Service. The smartwatch market's tremendous growth is attributed to increased health awareness, affordable prices, growth of new entrants, discount schemes and numerous launches of feature-packed products throughout the year.

With the launch of Samsung Galaxy watch4, a watch living to the philosophy of the brand to create products that contribute to a better global society, Samsung wanted to educate people about their new product and showcase its unique features. The brand wanted to position the watch as not only a fitness tracking watch but the best health companion that knows you the best.

With Facebook Communities being the largest conversation forum in India (& the world), Samsung explored partnering with Convosight to reach out to communities and drive meaningful conversations, awareness, and trials of the product while showcasing the benefits of the Samsung Galaxy watch4.

Our Approach

Before devising the solution for the brand we first identified and understood the real conversations happening in the communities around fitness and smart watches. This helped us gain the following insights -

  • Members actively give and seek recommendations for the best fitness/smart watches
  • Members are keen on buying a budget smart watch
  • They want to gain clarity on what kind of activities a smart watch can track and how can they make the most of a smart watch

The key insights from the conversations helped us create a campaign strategy which answered the members' concerns regarding a smart watch while positioning the watch as the smart watch that knows you the best, a smart investment and the best health companion.

Accordingly, to achieve the brand objectives, we selected the most relevant 75 communities around Health & Fitness, Lifestyle, and Technology with over 3.8 million members.

Campaign Structure

75
Communities
3.8M
Members
75
Communities
3.8M
Members

Our Strategy

We planned the campaign strategy in three phases. Each phase focused on creating the buzz and awareness for the product while creating a strong association for the brand among the members. Phase one of the campaign focused on creating the buzz for the Galaxy4 watch while informing the members about the amazing features of the watch. The admins led the conversations by sharing their views on what excites them about the watch and the reason why they are looking forward to buying it. They asked the community members whether they have checked the watch and what feature excites them most.

The second phase was in continuation to Phase one and it also generated conversations around the features and benefits of the product, leading to increased awareness and consideration for Samsung Galaxy Watch4. This admin led UGC phase, focused on admins sharing their personal experiences and stories on how they are using the watch and position the smart watch as the watch that knows them the best. This led the members to also check the product and share their own personal experiences.

The third phase focused on creating buzz and consideration of the product while positioning the product as the resolution buddy and the best health companion for the members. The admins shared their reasons on why they have chosen the Samsung Galaxy watch4 brand as their resolution buddy and health companion and generated conversations by asking members on how they think the Samsung Galaxy watch4 can help them in their fitness journey and resolution.

Solution types

Static Posts

Carousel Images

Results 📈

8.9K
Brand Mentions
(an increase from 2 mentions before the campaign)
6.1K
UGCs
(overachieved from the target of 4968)
52.1K
Category Conversations
(an increase from 1,431 conversations before the campaign )

The Big, Beautiful Highlights

  • Health & Fitness groups contributed to maximum share across Brand Mention, UGC and Category Conversation with 62%, 77% and 75% respectively
  • Share of contribution for Brand Mention and UGC by Technology groups have increased since Phase 2. The Brand mentions increased from 22% to 26% and UGC increased from 8% to 22%.
  • The product had a high positive association with 57% of the brand conversation around positive response on the brand
  • Usage conversations increased from 2.9% in Phase 2 to 6.9% in Phase 3
  • Purchase intent conversation increased from 2.3% to 4.7%
  • The brand achieved 95% positive sentiment for the brand and 0.5% negative feedback which was mostly usage related bad experiences of customers
  • Due to consistent communication non-prompted SOV for the brand increased from 54% to 69.5%

As members actively participated in the conversation sharing their experiences and personal stories related to fitness and product usage, it led to an influx of conversations regarding the brand, fitness journey, and the usage of Galaxy watch4.

Across all the phases, we strengthened the association of ‘features’, ‘awesome’, ‘good’, ‘healthy’, ‘fitness’, ‘track’, and ‘activities’ with the brand while continuously creating buzz for the watch and educating members of the amazing features. Features dominated the conversation consistently through out the campaign period followed by design conversation

Top Performing Communities 🥇

Real People Real Conversations 💬

The unique experiences & testimonials of thousands of members brought their own personalities and style to each of their posts.

Interested in working together?

Schedule a quick call with one of our strategists and learn how one of our campaigns can guide your customers through each stage of their decision-making process, from activation to conversion.

More case studies

  • 100,000+

    Communities

  • 700M+

    Members

  • 75

    Countries

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