Samsung gives social commerce a go in SEA

Samsung Electronics has launched its social commerce campaign in Southeast Asia, ‘Model homes’, starting with pilots in Indonesia, Singapore and Thailand. The campaign will last up to three months in each market starting in August (Indonesia and Thailand) and late September (Singapore). As part of the campaign, consumers can shop for products via Samsung Singapore's Instagram store. While seeking inspiration from the engaging visual stories surrounding miniature model homes, they can also click-through to shop the featured products on the Samsung Online store.

Samsung Electronics partnered with creative agency BBH Singapore, photography studio Studio Daydream and film production company Rolla Productions to bring this campaign to life. The company has declined to comment on the monetary value of the campaign.

According to Samsung, the campaign was inspired by compact apartment living that is common across Southeast Asia. As such, Samsung partnered with miniature makers from around the world to create intricate tiny homes that showcase products from the Samsung Lifestyle TV, Bespoke range and more. 

The miniature homes are the foundation for the variety of visual stories to be shared on Instagram during the campaign, immersing consumers in a complete virtual shopping journey. Additionally, original content posts will include cinematic teaser tours through the miniature rooms, behind-the-scenes maker stories, a visual ‘open house’ of each mini home, swipe-able GIF product catalogues of the miniature products and still visuals highlighting key products in each miniature room. Two Instagram guides will also be posted complete with product features and a style guide detailing how the five different aesthetics came to life in the mini homes.

Roy Lan, regional senior brand marketing manager, SEA and Oceania at Samsung Electronics, said the brand took a holistic, full-funnel approach to the campaign, which takes consumers seamlessly through the carefully crafted Instagram content centered on model homes to the Samsung Online Store.

“This immersive shopping journey starts from initial inspiration and awareness to consideration and action. Through our creative social commerce campaign, we hope to draw shoppers into the charming world of the model homes, inspire with the latest design trends and showcase how our Bespoke Home and Lifestyle TV products can fit into their lifestyles,” he said.

Lan added that different ROI metrics were therefore applied along the journey. As Samsung create awareness in the initial stages of the campaign, the brand wanted to garner greater reach and impressions. “Once we have captured the consumers’ attention, Instagram shop or Samsung website visits and marketing visits rates became more important. Finally, we of course, looked at purchase conversions and add-to-cart rates in measuring success,” added Lan.

The campaign targets Millennials and Gen Zs who are avid social media users and design-lovers, as well as current or future homeowners in Southeast Asia, who are looking to create their very own stylish spaces.

The ‘Model homes’ campaign features five distinctly styled mini rooms, each based on an aesthetic trend – eclectic nostalgic, biophilic design, dark academia, grand millennial and neon maximalist.

The “Eclectic Nostalgic” themed miniature kitchen and dining room feature a design that appeals to creative individuals.

The “Biophilic” themed living room and dry pantry is hallmarked by the presence of plants to cater to those who enjoy music and books in a bright and cosy environment.

Animal lovers who are well-travelled and well-read would be drawn to the “Dark Academia” home office and pet room, which is inspired by classic libraries.

The “Grand Millennial” bedroom and wardrobe features a homely, refined look that appeals to those who love to mix vintage and modern styles.

The "Neon Maximalist" bedroom and entertainment room is filled with bold, bright colours, with modern pieces and quirky accessories for a vibrant atmosphere that suits gamers and techies.

As this is Samsung’s first time experimenting with a regional social commerce campaign, it prioritised the launch in larger markets in Indonesia and Thailand, which are higher up on the digital commerce curve with more active social media users. “It was also natural for us to pilot in Singapore, with its growing base of savvy online consumers and home to our regional headquarters. This helped to ensure better agility, efficiency and control, as our teams worked together to drive the campaign from conceptualisation to launch,” Lan added.

Lan added that it is critical for Samsung to stay close to its consumers to keep up with their demands while understanding their wants and needs. “As a brand, we want to be a part of the moments that speak to them, validate them and best reflect their passions and daily lives. Samsung has always taken an open, people-first approach to technology, which has also influenced our innovations in marketing,” he explained.

As Samsung looked to tap on social commerce, the brand wanted to do things differently and challenge itself in creating relatable experiences that can convert scrollers into shoppers. Integrating eCommerce elegantly into human-centric moments on social channels will help the brand create meaningful connections with consumers. “We want to create merchandising opportunities within an authentic, user environment and seamlessly drive conversion on Samsung.com – turning Samsung ‘storefronts’ on social media to shoppable worlds right at the users’ fingertips,” he said

At the moment, Samsung is focusing its social commerce efforts on Instagram, but it is open to exploring other channels when the time is right.

“There are clearly big opportunities in social commerce, which are now creative touchpoints that not only streamline the process of scrolling and buying but also drives rich, engaging shopping experiences. Various teams worked closely to create our first experimental social commerce campaign, offering a seamless journey across digital platforms that our consumers love – from Instagram to the Samsung Online Store,” said Olivier Bockenmeyer, head of corporate marketing, SEA and Oceania at Samsung Electronics.

“Beyond this, we also want to create an immersive shoppable world that is relatable to young users and homeowners in Southeast Asia. Through ‘Model Homes’, we hope to inspire with the biggest aesthetic trends and showcase how our products are perfect in maximising living areas and creating spaces that reflect personal styles,” Bockenmeyer added.

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