For the Samsung Case Study (Smartphones)
Launching a Flagship: How Samsung Gained a +2 Point Market Share Increase with Public Ads
Objective
In a saturated smartphone market, launching a new device is more than an event — it’s a battle for attention, relevance, and conversion. With the release of its latest Galaxy flagship line, Samsung aimed to:
Drive awareness and conversion for the new flagship devices
Capture greater shelf visibility in a crowded retail environment
Translate digital impressions into in-store and online sales
Turn launch buzz into measurable business results
The Strategy
Samsung partnered with Public, a key omni-channel player, to deploy a full- funnel Retail Media strategy across the customer journey.
Key Components
High-Impact Display Ads
Featured Galaxy devices across Retailer X’s homepage, category pages, and banners within the mobile app.
Sponsored Product Listings
Samsung smartphones were placed in top-of-category search results and comparison grids, improving product discoverability.
Conclusion
KPI
📦 Unit Market Share
________________________
🛒 Conversion Rate
Performance Impact
+2pp increase (smartphone sales)
_______________________
Increased conversion rate compared to major competitors (managed 1% conversion rate increase compared to main 2 competitor brands)
6% increase in Share of assortment in the first page
11% increase in Share of assortment in the first 5 results
+91% increase in engagement (vs previous period)
255.224 impressions
2.213 clicks
Conclusion
- Strategic placement and timing (pre-order to in-store availability) ensured sustained visibility.
- Samsung managed to maintain the sales value market share increase in the month post the new launches/ campaign period, leading to March ‘25 reaching main competitor’s market share
- Retail Media can drive both brand and performance metrics when paired with first-party data.
Other Case Studies
Πραγματικές ιστορίες επιτυχίας με συγκεκριμένα KPIs.