Hyper-local dynamic experiences with content personalized to consumer preferences increased in-store purchases.

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Challenge

How do you know when it’s time for a new phone? When a better one appears at an affordable price. To help that process along, Samsung planned a “Hot Sale” event with discounts for upgrades to the latest Galaxy phone, both at its owned and operated online store and at partner retailers. Samsung wanted to drive to store for people who wanted to hold and explore the phone before purchase, while allowing already committed upgraders to buy immediately online. The “Hot Sale” provided incentive for both these actions. Because there were hundreds of locations, Samsung needed hundreds of variations per retailer and offer.

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Solution

Clinch focused on creating video ads for Instagram Stories in several formats, Facebook 1:1 format, combining product imagery, multiple personalized videos based on the original TV spot, and pricing for a unique and personalized ad experience. The campaign dynamically targeted users based on their current device and tested upgrade and new phone offers, directing people to online or local retail purchase and optimizing to engagement and sales performance.

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Results

Many of the retail stores Samsung was driving to had recently opened and saw significant foot traffic from the ads, tracked through mobile location attribution. Because the ads were specific to a product and offer, customers came in with the intention of exploring the new phone. Sales, both in store and online, exceeded goals, with a 20X ROAS over non-dynamic ads that ran concurrently in the same campaign footprint.

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