Samsung had released the Samsung Galaxy S6 and Galaxy S6 Edge phones with internal storage and it marked a new opportunity when rumours circulated that the Samsung Galaxy S7 and Galaxy S7 Edge would include a microSD card slot, allowing for expandable storage.
To capitalise on this, SanDisk wanted to target potential buyers of the phones with advertising to encourage attached sales of their SanDisk Extreme microSD UHS-I cards with the new phones. Our aim was to go live with a campaign highlighting how SanDisk microSD cards would enhance the new Samsung Galaxy S7 phones immediately after the handsets were launched.
Working closely with SanDisk’s UK team, FK3 targeted potential buyers of the phone by running contextual advertising on review and news sites, using a tightly-selected keyword list to ensure relevance and minimise waste. After evaluating different media partners, we worked with Vibrant Media to develop a multi-platform campaign that ran in desktop browsers and on mobiles. The creative had to quickly and succinctly give the benefits of having a newly-slotted device, and associate the SanDisk product with slotted smartphones.
The campaign launched within 2 days of Samsung’s handset debuting, helping SanDisk leverage the buzz created by the Galaxy launch. Platform optimisation and tightly controlled keywords meant that the campaign resulted in a clickthrough rate to the target retailer in excess of 20% above the benchmark, with sellthrough of the product expected to have increased accordingly.