amsung had unique challenge. With no brick and mortar stores like their main competitor, how would they be able to introduce their innovative line of smartphones and tablets in way that was both informative and friendly? The answer: in-device personalities that would give curious customers an interactive tour, highlighting best of product features in just a few short minutes.  During my tenure as co-creative director on this account retail engagement sessions with Samsung’s in-store apps surpassed the 50 million mark with an average in-session time of 1:30.


From Product Launches to JAY Z’s Million Album Giveaway

I oversaw creative for all of Samsung’s loyalty and retention email campaigns including product launches, content and services, customer care, retail partnerships, carrier partnerships and owner rewards. One notable highlight was the debut of JAY Z’s Magna Carta in which over one million albums were given away prior to its official release date.  The record debuted atop the Billboard 200 album chart with first-week sales of 527,000 and our agency went on to win a Cannes Lions Award for Branded Content and Entertainment. During my creative stewardship database registrations grew from 2.5 million to 28.5 million and our advertising engagement rate (CTOR) grew to more than twice the industry average (Silverpop Benchmark Study). In my last year on the business, Samsung’s flagship device topped 10 million units sold in less than a month (roughly four per second), while sales of the newest Galaxy Note set a new record for launch day sales beating the achievement of its predecessor by over 30 percent.


Samsung was looking to boost its brand with media-fueled, socially-viral moments of emotional euphoria. They found a launchpad in their partnership with AEG, one of the world’s leading presenters of sports and entertainment. Samsung Galaxy smartphone owners, using their NFC (near field communication) enabled phones, could-with one simple tap-win instant rewards, including VIP luxury suites, club access, seat upgrades, concession stand goods, and merchandise discounts. The challenge we had was in getting customers to enable a feature on their phones few had ever heard of, much less had ever used. We created a “Rewards on Tap” campaign that appeared at 42 venues hosting over 5,600 events. The program went on to generate a 200% increase in Owner’s Hub registrations, garnered 212.4 million annual impressions, and in our on-site surveys showed that 98 percent of participants said they were likely to repurchase a Samsung phone while 80 percent of non-Samsung smartphone owners admitted to being jealous as all heck.