Samsung Enhances Relationships Through Fun and Shareable AR Experiences for Launch of New Foldables Phones

+18 point
lift in Brand Awareness¹
+24 point
lift in Ad Awareness²
+12 point
lift in Consideration Intent³
+16 point
lift in Purchase Intent⁴
The Story
Technology company Samsung is a major industry player for mobile phones, home electronics, and innovative technology.
With the recent launch of their new Foldables phone product line, Samsung recognized the  challenge potential buyers have in experiencing a product without interacting with it in person. 
With the goal of driving awareness and consideration for the new Foldables line — particularly among early tech adopters and Gen Z — Samsung partnered with Snapchat to virtually bring the products to life, enabling Snapchatters to celebrate tech together through playful and shareable AR experiences. 

The Solution
Samsung opted for a multi-ad product approach, leveraging Snapchat’s Camera and content solutions with AR Lenses, Snap Ads, Commercials, Collection Ads, and Story Ads to bring their campaign to life. 
Leveraging the power of Snapchat’s AR technology, Samsung created four different AR Lenses to drive awareness and consideration for their new Foldables products across all phases of their launch strategy, including tease, pre-order, launch, and sustain.
The Results
Samsung’s Foldables Launch on Snapchat proved to be a major success. Through their full-funnel strategy, Samsung achieved significant brand lift gains across all measured metrics, including Brand Awareness, Ad Awareness, Consideration Intent and Purchase Intent. A multi-product strategy proved to be the most significant driver of the campaign’s success, with multi-product exposure leading to further double-digit gains across the funnel. When Snapchatters were exposed to multiple ad products within Samsung's Foldables campaign, Consideration Intent lift increased by 8X⁵ and Action Intent lift increased by 16X⁶ vs. when Snapchatters were only exposed to a single ad product within the campaign.
1 Aug to Oct 2022 Kantar brand lift insights study commissioned by Snap Inc. Q. Which of the following smartphone models have you heard of?
2 Aug to Oct 2022 Kantar brand lift insights study commissioned by Snap Inc. Q. Which of the following smartphone models have you seen something about on Snapchat in the last 7 days?
3 Aug to Oct 2022 Kantar brand lift insights study commissioned by Snap Inc. Q. How likely are you to consider the Samsung Galaxy Z Series the next time you shop for a smartphone?
4 Aug to Oct 2022 Kantar brand lift insights study commissioned by Snap Inc. Q. How likely are you to purchase from Samsung the next time you shop for a smartphone?