Samsung's Combination of Target & Influencer Marketing with #TeamGalaxy
Samsung is one of the world’s leading electronic
manufacturers. One of their most popular series of mobile computing devices is
their Samsung Galaxy product line. This line includes high-end smartphones,
tablets, and smartwatches using the Android operating system. Recently, Samsung
has launched a new advertising campaign for this line of phones called
#TeamGalaxy. This hashtag is exactly what it sounds like. A group of ambassadors
promoting the new Samsung Galaxy Products.
This marketing strategy is a combination of target and
influencer marketing. Each of the members of #TeamGalaxy are social media
influencers that appeal to different niches of customers or target markets.
There are four members of the crew. Ninja who is an online
gaming legend, Lil Miquela a model/artist who has an immense Instagram
following, Steve Aoki who is a two-time Grammy-nominated DJ and producer, and
Millie Bobby Brown who is an actress and social media activist. It is clear as
to why Samsung chose these four people to promote their new line of Galaxy
phones. For example, the ambassador Ninja appeals to gamers and can promote the
Galaxy phone’s online gaming capabilities which is hinted in his interview on “the
future of gaming”. Similarly, Steve Aoki is a figure in the music industry and
when it says to “find out how he records music, runs a label…all while
travelling”, it is clearly suggesting to his use of a Galaxy phone and how
useful it is for people who want similar features from their phone.
Those who follow these influencers or those who are looking
for these kinds of features for their phone will probably take these
ambassadors suggestions into consideration because of their expertise in their
fields. Samsung makes full use of this marketing strategy by providing each of
the influencers’ recommendations on which Galaxy phones they use for their
needs. Here we can see Millie Bobbie Brown’s recommendation for which Galaxy
products give her the best pictures for her social media activism.
Influencer marketing and target marketing work very well for
today’s social media crazed society. Samsung’s decision to use both was an
effective strategy on their part because of how much of an effect social media
influencers have on consumers when they are purchasing a product.
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