Samsung is a global leader in multifunction printers but a relative underdog in the U.S. B2B market. In a tricky category where it was outspent by entrenched competition, Samsung faced low awareness and brand recognition. It needed a powerful campaign to get the word out about its line of printers featuring the world’s first Android-based operating system. The challenge was that IT decision makers only think about their printers when they break down. And they span seven distinct global markets and radically different verticals, ranging from education to healthcare.
Android printers are smart printers, and Samsung needed a smart approach. We started by elevating the benefits of Samsung printers to one the company could own: smarter workflow. We then identified which parts of Samsung’s story would resonate across each vertical. Our main message was that Samsung printers could “smartify” operations using a targeted plan and a custom KPI-driven integrated engagement ecosystem, we delivered relevant messages to prospects, then retargeted them for even more tightly focused engagement. We built a mountain of messaging and content across dozens of channels, and built it in such a way that visitors would find precisely what they needed on their path to conversion.