Case Study: Samsung Mobile South Africa generates buzz and boosts awareness with Twitter

Samsung Mobile South Africa generates buzz for its Galaxy S7 and Galaxy S7 Edge

Samsung Mobile South Africa ran a Pan–South Africa Twitter campaign to boost awareness and purchase intent for the Galaxy S7 and Galaxy S7 Edge, tasked with localizing a global product launch and generating excitement among South African consumers.

The team partnered with radio stations 947 and KFM, used Promoted Video, a Tweet-to-Unlock mechanic, a localized competition and niche creators to amplify reach. The real-time radio–Twitter sync drove strong engagement—boxes were unlocked in record time—with a peak engagement rate of 34.1%, a video view rate of 25.6% and an average cost-per-view of R0.55.

Samsung

Michelle Potgieter

Director of Corporate Marketing & Communications