Targeted campaign to improve coverage in lifestyle media

Samsung wanted to increase its presence in lifestyle media.

Every year Samsung launches a wide range of products in its various product categories around the world. RelationsPeople has been Samsung’s PR agency for several years and was tasked with creating publicity and awareness for the products in the Danish market through tech media, national media, and lifestyle media.

Over the years, RelationsPeople has had great success in securing tests and reviews for Samsung’s many products in the Danish tech media. However, Samsung experienced less product attention from lifestyle media. RelationsPeople therefore created a strategic plan for how Samsung could achieve more product PR in this type of media.

RelationsPeople interviewed various lifestyle journalists to understand what topics and products they were interested in. A learning was to get the journalists closer to the Samsung brand and seeing the products in context, rather than just focusing on product specifications. So, we developed local lifestyle events to address the themes and products we found to be of value to lifestyle media.

We also started doing the same 1:1 demonstrations of new products that we’d always done for the technology media, but with our spokespeople trained to adapt to a more lifestyle-oriented focus. After 18 months of focused effort, Samsung products received 40% more coverage in lifestyle media in Denmark.