Samsung Galaxy M31s
Samsung India
Digital film featuring celebrity endorsement
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Overview
Samsung set out to strengthen its presence in India’s mid-tier smartphone segment by positioning the Galaxy M31S as a powerful, feature-rich “monster” device. With best-in-class specifications at a competitive price, the campaign aimed to boost product awareness and drive purchase consideration. Core messaging focuses on standout features, including the 64MP quad-camera, 6000mAh battery, and sAMOLED display, all designed to appeal to younger, tech-savvy urban consumers seeking value without compromise.
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Process
Samsung aimed to strengthen its position in India’s competitive mid-tier smartphone segment by positioning the Galaxy M31s as a feature-packed “monster” device. With best-in-class specs at an affordable price point, the campaign focused on boosting product awareness, driving consideration, and highlighting standout features like the 64MP quad camera, 6000 mAh battery, and vibrant AMOLED display. The goal was to spark excitement and engagement among young, urban consumers who value performance, design, and value in a single package.
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Outcome
YouTube Views (Paid + Organic) 11.5 million in 6 weeks
Average Watch Time 1:12 (of 1:30 total)
CTR on YouTube TrueView 3.1%
Instagram Reach 5.6 million
IG Engagement Rate 4.8%
Amazon Ad CTR 1.8%
In-store QR Scans 62,000
Amazon Sales Boost +24% week-over-week in launch month
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Performance Matrix
The campaign successfully elevated consumer perception of the Galaxy M31s. Sentiment analysis through social listening showed that 73% of mentions around “camera” and “battery” were positive, reinforcing the product’s key strengths. Additionally, the campaign resonated strongly with its target audience — 55% of viewers were aged 18–30, surpassing Samsung’s typical demographic engagement and affirming the brand’s growing appeal among younger, digital-native consumers.Post-campaign Intent-to-Buy survey showed 18% lift, with Samsung ranking top 3 brands when compared to Xiaomi and Realme in the segment.
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Bussiness Impact
Units Sold: Approximately 200,000 M31 devices in India within 2 months post-launch.
Revenue Contribution: Estimated ₹220 Cr driven by the campaign (internal channel reports).
eCommerce Rankings: Jumped to #1 bestseller in mid-range smartphones on Amazon India within the first week.
Offline Impact: Retail partners reported a 15% Monthly YoY sales uplift in stores with POS video activation.
Evaluation & Learnings
Celebrity Credibility: Choosing Alaya F, known for her younger appeal, improved authenticity over macro-celebs in this category.
Video Length: Deep-rooted retention (1:12 avg) indicated the messaging resonated—retaining viewers beyond typical drop-off points.
Retail Linkage: Integrating in-store digital screens and QR codes directly influenced store traffic and e-com conversions.
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The campaign benefited from strategic celebrity selection, with Alaya F bringing a sense of authenticity and relatability that outperformed traditional macro-celebrities in this segment. Her youthful appeal aligned perfectly with the target audience. Video performance metrics further reinforced campaign success, with an impressive average watch time of 1:12, the content retained viewers well beyond typical drop-off points, indicating strong resonance. Additionally, the integration of in-store digital screens and QR codes created a seamless online-offline journey, directly driving both retail footfall and e-commerce conversions.
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My Role
I orchestrated the digital media strategy across YouTube and Meta campaigns, monitored performance dashboards, and optimised bids to maintain CTRs above 3%. I also collaborated with Amazon DSP team to track ad-to-sales data and supported retail promotions, achieving 62K QR scans