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.

THE STORY
Making the future happen

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.

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 for 18- to 24-year-olds

Together with Facebook, we’re constantly working on delivering the most engaging creatives through innovative solutions and ad formats, making sure we achieve the required lifts in recall, consideration and action intent. All while breaking through the clutter to reach and resonate with our Gen Z audience.
ANAS CHARIF, HEAD OF CORPORATE MARKETING, SAMSUNG KSA
THE GOAL
Boosting brand awareness and engagement

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).

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An Instagram Reels example from Samsung Saudi ArabiaPlay Icon
THE SOLUTION

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