The Serif QLED 4K TV Sell Out campaign

In October 2021, as a part of the Samsung Australia’s The Serif QLED 4K TV Sell Out campaign, Cheil Australia partnered with leading Australian Chinese media companies Today Media and Polaris Media. By also focusing on the Australian Chinese market, the Samsung’s QLED 4K TV The Serif sold out in just two months, becoming a commercial success. We offered a customised end-to-end digital and social media advertising strategy and had complete control of the campaign creative.

Prior to the campaign we noticed a trend where Chinese users on Samsung Australia’s website - samsung.com/au, had (and continue to have) a greater propensity to purchase certain products thanks to the data presented.

In 2020, revenue per visit average for Chinese users was 47.15% higher in comparison to non-Chinese users. In the first six months of 2021, Chinese visitors to the Consumer Electronic (CE) division segment of the samsung.com/au website, in which Samsung TVs fall under, grew by 13.37% in comparison to the first six months of 2020.

Chinese users are defined as users living in Australia with browser settings set to all different variations of the Chinese language including Chinese, Chinese (China), Chinese (Taiwan), Chinese (Hong Kong), Chinese (Macau), Chinese (Singapore), and more, as extracted from samsung.com/au through Adobe Analytics.

The 2016 Census (Australian Government - Department of Home Affairs) recorded 509,555 China-born people in Australia, with 21.9 percent aged 15-24 years and 40.8 percent in the 25-44 years bracket. These statistics also drove our digital marketing strategy to target Generation Z and Millennials specifically through Australian Chinese influencers.

Thanks to the data collated, we chose to implement editorial work and display ads in Today Media, a lifestyle app that the Australian Chinese market actively utilise to track daily news and lifestyle information. We also collaborated with Australian Chinese influencers and real buyers to share their reviews on Little Red Book, a popular social media platform among the Australian Chinese audience. We got the influencers and real buyers to generate organic posts that featured The Serif TV. Here we had the creative opportunity to blend The Serif TV product guideline with each influencer’s specific content style. Across all these platforms our actual performance exceeded targeted performance in a number of measurements including impressions, views and clicks.

The display ad results exceeded the goals set significantly in Today Media, where we had almost 40million impressions and over 130,000 clicks, 4,845% above the targeted amount.

As a result, in Q4 of 2021, the period of The Serif campaign roll out, the amount of Chinese Australian visitors to the website increased by 52% compared to Q3 2021. The average spent per Chinese Australian user visit on the website also went up 76% in Q4 2021 on consumer electronic products, the division in which Samsung’s The Serif QLED 4K TV resides.

All units of the Samsung QLED 4K TV The Serif became a complete sell out in Australia in just two months with 3.4k sold, resulting also in a 263% sales increase in Q4 of 2021 compared to Q3 2021.

Samsung - The Serif 2021

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