The brief
Samsung had three goals for this campaign:
- To communicate that Samsung understands what makes businesses tick and what keeps SME decision-makers up at night
- For SME decision-makers to feel inspired and enabled to “take their business all the way”
- And finally, for SME decision-makers to engage with Samsung as a brand that supports small business through its tech support, services, solutions and products, ultimately leading to purchase
Our insight
To answer the brief, create engaging content and really helpful, useful practical tips and advice, we knew that SMEs wanted to learn first-hand from other businesses – how they had devised and honed their companies, products and brand identities; the challenges they had faced and how they overcame them.
The big idea
Working with production company Emperor Penguins, we looked for three diverse, innovative companies for whom tech was an integral part of their offering. We created an original Independent TV series, helmed by The Independent Lifestyle Editor Harriet Hall, to create a business-focused response with a broad appeal, that would firmly cement Samsung as a brand for SMEs.
How we brought it to life
A series of engaging, impactful videos where we went behind the scenes with three companies we knew would resonate with our audience – music venue and educational facility Future Yards, sustainable period product company Dame and organic, gender-neutral children’s clothing company Lucy and Sam. Each of the three six-minute films featured in-depth interviews with the company founders and team members about how they got started, their company ethos, and the ways they use Samsung tech to support and drive their businesses – creating really useful content for SMEs with a widespread appeal. We supported this with digital content featuring interviews with the companies, user-focused deep-dives on the Samsung business and tech offering, and supporting social to create a buzz around the campaign and drive business owners to our content.
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The results
This was a project of firsts: Samsung for Business’ first above the line activity with The Independent, as well as our first client-enabled Independent TV series. And it delivered beautifully.
I really love how this campaign humanised an incredibly functional aspect of business. Through Work Wonders, we’ve put storytelling at the heart of our execution, highlighting brilliant UK businesses who have achieved remarkable things with the power of technology. Most people don’t see B2B as relatable and many small businesses haven’t yet considered Samsung- but this campaign helped us tackle both. I was thrilled with the treatment and consistency with our brand, but even better was the reception from businesses and the results we’re seeing. It was a brave approach for all of us working on the campaign and it paid off.
Henry Benson, Samsung B2B Marketing
