SAMSUNG SAUDI ARABIA
Samsung boosted ad recall by 6.7 points after using Instagram Reels ads to show behind-the-scenes footage from the great photos being shot with its flagship Galaxy S21 smartphone.
Samsung Electronics is one of the world's largest manufacturers of screens, mobile phones and wearable technology. The company is part of the Samsung Group, a global conglomerate founded in Seoul, South Korea, in 1938.
lift in ad recall
lift in consideration
lift in action intent
lift in ad recall for 18- to 24-year-olds
Samsung wanted to create excitement for its flagship Galaxy S21 smartphone, and increase engagement for its #withGalaxy hashtag on Instagram, with a focus on the Gen Z age group (18–24).
Short video Reels ads
Samsung decided to add a creative twist to its existing #withGalaxy hashtag on Instagram, where people can share their best shots for a chance to be featured on the @samsungwithgalaxy main page and win a range of prizes.
Using Reels ads, Samsung was able to show how members of the #withGalaxy community had created their perfect shots on Samsung’s flagship phone, the Galaxy S21. Reels ads are full-screen and vertical, similar to ads in Stories, and appear in between individual Reels. As with regular Reels content, these ads loop and can be up to 30 seconds long. People can comment, like, view, save and share Reels ads.
The campaign ran from June 28–July 16, 2021, and achieved:
- 6.7-point lift in ad recall
- 3-point lift in consideration
- 3.8-point lift in action intent
- 6.9-point lift in ad recall among 18- to 24-year-olds
- 2.8-point lift in action intent for 18- to 24-year-olds