SAMSUNG NETHERLANDS

Samsung Netherlands found that using Instagram ad creative that was tailored for the look and feel of Reels drove a 5.5-point lift in standard brand awareness compared to using its usual ad placements alone, or its usual placements plus usual ad creative in Reels.

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THE STORY
Leading electronics company

Samsung Netherlands is a technology company offering TVs, smartphones, wearable devices, tablets, digital appliances, network systems, medical devices, semiconductors and LED solutions. The company is part of the Samsung Group, a global conglomerate founded in Seoul, South Korea in 1938.

5.5-point

lift in standard brand awareness for cell including tailored Reels ad creative, compared to the other two cells with standard ad creative

1.8-point

increase in consideration for cell including tailored Reels ad creative, compared to the other two cells with standard ad creative

47%

increase in incremental reach among Gen Z audience for cell including tailored Reels ad creative, compared to the other two cells with standard ad creative

During the launch of our new Samsung Galaxy S23 mobile phone, we undertook a test aimed at understanding the impact of Reels-specific content. We discovered that using bespoke content created in the “language” of Reels gave us a big uplift on brand awareness and consideration. Bespoke Reels will be part of our strategic and creative strategy for all of our future campaigns.
SANDER VAN STRIEN, SOCIAL ADVERTISING LEAD, SAMSUNG NETHERLANDS
THE GOAL
Boosting product awareness

Samsung Netherlands wanted a way to reach Gen Z audiences and boost awareness of its new product.

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THE SOLUTION

Testing tailored Reels ad creative

Samsung Netherlands wanted to ensure that its ad campaign on Instagram and Facebook to promote the launch of the Galaxy S23 smartphone would reach Gen Z audiences and boost brand metrics. The company consulted with the team at Meta, who advised running video ads in the vertical, full-screen Reels placement in addition to Samsung Netherland’s usual placements.

To assess the impact of including Reels, Samsung Netherland’s ran a multi-cell test in a Meta brand lift study that compared:

  • Cell 1: a campaign that ran video ads in Samsung’s usual ad placements (Facebook and Instagram Feed and Stories, Facebook Marketplace and Instagram Explore—no Reels)
  • Cell 2: its usual campaign plus a campaign using ads with tailored Reels ad creative
  • Cell 3: its usual campaign plus a campaign using its usual ad creative in Reels

For Cell 2, the team created Reels-optimized assets specifically for the Galaxy S23 launch. They followed Meta’s best practice recommendations for building tailored ad creative that used the look and feel of the Reels format. This tailored Reels creative was:

  • entertaining and used a mix of visual effects, music or storytelling
  • easy to understand and rewarding to watch
  • relatable for the intended audience, unpolished/low-fidelity and spontaneous

For Cell 3, the team used its usual video ad creative for Reels that showed recognizable brand elements clearly throughout the run-time, were framed with a 9:16 ratio for the Reels environment and built for sound-on viewing.

The team delivered all ads to adults in the Netherlands aged 18 and over—including people with an interest in self-awareness, good quality of life, hobbies, spas and health and wellness—and it used the campaign budget optimization feature to automatically distribute the budget across the best-performing ad sets in real time.

Samsung Netherlands determined the results of its April 20–May 26, 2023 campaign using a multi-cell Meta brand lift study, which revealed:

  • 5.5-point lift in standard brand awareness for cell including tailored Reels ad creative, compared to the other two cells with standard ad creative
  • 1.8-point increase in consideration for cell including tailored Reels ad creative, compared to the other two cells with standard ad creative
  • 47% increase in incremental reach among Gen Z audience for cell including tailored Reels ad creative, compared to the other two cells with standard ad creative
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Thanks to the valuable test results about Reels-specific creative and the insights gained, we have solidified the integration of this new type of content production into Samsung's standard process. Additionally, we plan to continue to focus on bespoke Reels content, ensuring a more effective and targeted brand strategy and execution in the Benelux region moving forward.
SANDER VAN STRIEN, SOCIAL ADVERTISING LEAD, SAMSUNG NETHERLANDS