Challenge
Reaching new Samsung buyers beyond a loyal customer base
Samsung, a leading consumer electronics brand, wanted to win new buyers in Hungary during Black Friday, not just re-engage its loyal customer base. The goal was to reach open-web shoppers who were familiar with the brand but had never visited Samsung’s website or purchased a Samsung product.
This goal was especially important as Samsung sought to drive demand beyond its best-known mobile and TV categories and across a broader product portfolio.
At the same time, the Samsung Hungary team needed to maintain profitability while navigating a complex promotional calendar, from pre-registration campaigns and app exclusives to Black Friday Weeks and Weekend. Previous acquisition solutions had not delivered the expected results, creating a need for a more efficient and scalable approach to complement Samsung’s Retention GO Campaigns and custom acquisition activity.
Solution
Activating a full-funnel GO Campaigns strategy built for Black Friday
Samsung partnered with Criteo to implement Acquisition GO Campaigns alongside its existing Retention GO Campaigns and custom acquisition campaigns to build a connected full-funnel strategy for the Black Friday season.
To maximize reach and relevance, Samsung and its agency, Publicis Groupe, used Showcase creatives across five to seven creative sets spanning categories including refrigerators, monitors, TVs, phones, microwaves, and vacuum cleaners. This allowed the brand to showcase a broader product portfolio while tailoring messaging to different shopper interests.
Pre-registration coupons played a key role in the strategy, driving strong engagement ahead of Black Friday and providing valuable signals to improve campaign performance. As a result, Acquisition GO Campaigns worked effectively alongside retention activity to reach new audiences while maintaining efficiency.
Results
Driving higher efficiency and incremental growth
The campaign delivered clear incremental value compared with Samsung’s standard acquisition setup. Conversion rate increased more than 5x, from 0.3% to 1.55%, at roughly the same spend level.
Performance gains also translated into stronger profitability. Samsung raised its main ROAS target from 6.5 to 7.5, making it the core KPI across campaign activity.
The coupon strategy added further impact, contributing 15% of total sales and reinforcing the value of aligning media activation with Samsung’s promotional calendar.
For Samsung and its agency, Publicis Groupe, the results demonstrated that GO Campaigns could drive stronger efficiency, improved profitability, and meaningful incremental growth during one of the year’s most important retail moments.
