Samsung increased ad recall by up to 9 points after using an augmented reality filter on Instagram to help people picture what a new TV would look like in their own homes.
Samsung Electronics is one of the world's largest consumer electronics manufacturers. The company is part of the Samsung Group, a global conglomerate founded in Seoul, South Korea, in 1938.
increase in ad recall in Jordan
increase in ad recall in Iraq
lift in favorability in Jordan
lift in favorability in Iraq
Samsung wanted to raise awareness of its new range of Neo QLed 4K and 8K televisions in Jordan and Iraq, and encourage more people to buy online at a time when the coronavirus (COVID-19) pandemic had closed many retail outlets.
Samsung appealed to people on Instagram with a series of eye-catching video ads that led to an interactive experience using an augmented reality filter.
Once people had viewed a video ad for the new TVs, they were invited to see how one of the Neo QLed range might look in their own home. The augmented reality filter allowed people to place virtual Samsung TVs in their real-world space by using the camera in their phone.
The augmented reality filter was developed by Samsung in collaboration with Pixel Chefs, a Facebook Creative Partner, and was one of the first to be used in the Jordan/Iraq region.
The campaign ran from July 5–21, 2021, and achieved:
9-point increase in ad recall in Jordan
7.9-point increase in ad recall in Iraq
11-point increase in ad recall in Iraq for Gen Z
3.4-point lift in favorability in Jordan
5.3-point lift in favorability in Jordan for Gen Z
3.3-point lift in favorability in Iraq