Samsung
In the lead up to the Samsung Galaxy Unpacked event, the brand tested Snapchat Reminder Ads to drive live viewership. The campaign generated 57k reminders, a CTR 40% above the norm, and a 27% uplift in action rate – proof of the format’s power to turn anticipation into live views.
For Samsung, Galaxy Unpacked is the headline act. It’s the annual showcase where breakthrough devices and innovations take centre stage, shaping both the Samsung Galaxy portfolio and the tone of the wider mobile industry.
Even with its global standing, Samsung knew success hinged on seizing attention in the lead-up to the July 2025 event. Cue Snapchat’s Reminder Ads.
Reminder Ads allow brands to target Snapchatters with relevant ads, based on the user’s past activity. Once Snapchatters opted in to the Reminder, they received two push notifications: one 24 hours before the live event and one at showtime. While still in beta, it was the perfect opportunity for Samsung to build buzz for Samsung Galaxy Unpacked and test how reminders could drive real viewership.
The Snapchat Reminder Ads campaign, running from 26 June to 9 July, worked to tease the upcoming Samsung Galaxy Unpacked. Creative visuals were designed to spark intrigue and encourage Snapchatters to tap, set a reminder, and secure front-row seats for the Live Event.
Unlike casual scrolling, this strategic approach prompted Snapchatters to take action. By signing up, audiences were signalling genuine intent – a small but powerful step that made engagement more meaningful.
To dig deeper, Samsung used a post-event Action Survey to capture the difference between those who engaged with Reminder Ads and those who didn’t. The results would reveal just how much impact a simple reminder could generate.
Upwards of 57,000 reminders were set, proof that Snapchatters were eager to be part of the launch – even before it took place. The ads achieved a click-through rate of 1.85% 1, an impressive 40% higher than the benchmark for other Snapchat Reminder Ads 2.
Snapchatters didn’t just click – they turned up. After the big day, analysis revealed a 26.5% boost in action rate among exposed and engaged audiences 3, meaning those who saw the ads were significantly more likely to tune into the Live Event.
Through engaging, measurable reminders, Samsung turned buzz into genuine attendance, ensuring the Samsung Galaxy Unpacked event felt close and personal for viewers.
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