Case Study: Samsung doubles product views and boosts shopper engagement with Bazaarvoice BrandAnswers

Samsung Answers Increase Engagement, Fill Information Gaps

Samsung extended its customer-facing strategy beyond product innovation by creating the public persona “Mr. Samsung” and launching a customer forum, then adding BrandAnswers to let brand representatives respond to product questions across Bazaarvoice’s network. The challenge was to close information gaps on retailer sites and increase shopper engagement and confidence during the purchase process.

By submitting expert answers through BrandAnswers, Samsung directly addressed unanswered customer questions. In a controlled three‑month study of similarly rated TVs, products with high Samsung answer activity saw 96% more product views and 100% more questions than low-engagement products; 91% of Samsung’s answers added information not previously available on the site, helping drive broader community engagement, improve marketing effectiveness, and surface actionable consumer insights.

Samsung