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After unveiling the Galaxy Z Flip 4 and Galaxy Z Fold 4, Samsung is touting that flexible technology is the future of handsets. The biggest question for Samsung is how to effectively market a product that requires hands-on experience for full understanding.
To meet that challenge, the tech brand is launching an experiential marketing campaign by bringing in several influencers. For starters, Samsung is inviting its core audience of early tech adopters to London’s Regent Street Unboxing to (hopefully) generate positive word of mouth until the end of August.
Annika Bizon, Samsung UK’s director of marketing and omnichannel, said the early stages of the campaign were designed around the foldable nature of the products and an out-of-home experience to “stop consumers on their journey”.
Samsung predicts that the foldable technology market will reach 25 million users by the end of the year.
While the technology is still new to the consumer market, the company is building a core of flip-and-fold-based phones on the market. With 10m devices already shipped globally, Samsung is looking to focus on demand capture beyond product establishment.
She says the UK is a Western market that has adapted to the ethos of new products: “The consumer is always hungry for innovation. Always want to be on the edge in England; No matter what category you look at, people are very open to creativity.
In addition to new camera technology and mobile processors, Samsung is heavily pushing the innovative side of the new phones in the campaign, designed to feature shape-shifting designs, immersive displays and PC-like multitasking features.
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“With our new Galaxy Z Flip4 and Galaxy Z Fold4 devices, we’ve pushed the limits of what’s possible with two different smartphone experiences that people can have,” said Conor Pearce, Corporate Vice President, Samsung Electronics UK & Ireland. Define individuality – Because there is no longer one that fits the benders.
As a result, the brand is investing in long-term partnerships with influencers to generate demand for its products based on that thirst. Bizon says the 12-month partnership will demonstrate the viability of the phones and use cases for the phones, no matter how successful the launch event is. I use the word authentic because I don’t use it very deliberately.I don’t want the focus to be on how I use my product… [but rather] That’s why I love it.
“ThatNot to say we don’t have a hero, but I want to go through the whole journey … and we want to continue to play him and own him.
In particular, the targeting has shifted among influencer-focused agencies over the past few years. While the influencer model was once based on disseminating information to as wide a selection of people as possible, it is now about choosing an ambassador with a large cache of small but more valuable audiences.
That’s true for both technology and health influencers; It’s in line with Samsung’s other recently announced smartwatches, the Galaxy Watch5 and Galaxy Watch5 Pro.
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