Case Study: Samsung UK drives campaign ROI with Savanta

Samsung UK doubles campaign recall with Savanta

Samsung UK needed to understand the return on investment for its high-stakes launch campaign of the Z Fold3 and Z Flip3 smartphones. With a £20 million marketing budget in a challenging economic climate, the challenge was to maximize awareness, drive sales, and maintain market leadership. They partnered with the vendor Savanta to gain these insights.

Savanta implemented a longitudinal research approach using its bespoke Campaign Optimiser platform, which employs regression analysis and shapley values. This solution allowed Samsung to model the impact of different media channels and adjust spend in real time. The results were significant: sales were five times higher than the previous model, campaign recall doubled year-on-year, and model awareness peaked at 22.9%. Savanta’s work provided the insights needed to inform marketing strategy and drive real business success.

Samsung UK