TV launch through influencer marketing and PR
Samsung launched The Sero – the first rotating TV. The launch strategy was a mix of influencer marketing and traditional PR that delivered the right results.
In 2020, Samsung launched the world’s first TV that can rotate 90 degrees. The purpose of a rotatable TV was to create a mobile-friendly TV, as the vertical format lends itself well to social media and apps. The innovative TV, called The Sero, has led to a renewed way of using a TV.
The Sero has many facets and therefore different target groups. For example, it appeals to a younger audience because its vertical format is perfect for watching TikTok videos or stories on Instagram. It also appeals to active people who want to use their TV to exercise at home, but also to the more mature segment who want the TV to fit into the home in an aesthetic and discreet way.
As this type of TV had not been seen before, it was important to communicate the many benefits and demonstrate what a rotating TV could be used for. RelationsPeople helped Samsung highlight the new possibilities it offered consumers. Samsung also wanted a high frequency during the campaign period to increase awareness of the new TV.
RelationsPeople activated 18 social media influencers, each of whom had to creatively illustrate the swivel function and place The Sero in a relevant context. The influencer effort was split into three different categories to reach the widest possible audience: a dance category to be activated on TikTok, a fitness category to focus on home training and a photo category to illustrate an optical illusion. RelationsPeople selected the influencers for the campaign, ensuring their audience data matched the recipients we wanted to reach in each category. The many influencers were given creative freedom to fulfil the brief, resulting in exciting and engaging content that achieved over 1,000,000 organic views.
Alongside the major influencer campaign, we also handled press relations, resulting in 11 press clippings in the same period with headlines such as ‘The wildest thing to happen to TV this millennium’.