Samsung wanted to launch their newest product direct to consumers to offset the advertising costs as well as save money on advertising costs. Advertising needed to be self funding but also drive retail sales for the robotic vacuum. Lastly, they had to compete against an established competitive product.
MDG created a media plan and strategy that would generate direct to consumer sales, while also supporting retail sales. By utilizing the Programmatic Planning tools and Web Attribution, MDG was able to exceed direct to consumer sales goals and drive retail sales lifts. Establishing Samsung’s new product as the brand to beat in the emerging category.