Business Challenge
Samsung, one of the global leaders in technology, was looking for an effective way to promote its new line of Galaxy A smartphones – devices offering premium features at an affordable price. The key objectives of the campaign included:
- Building awareness around the new line of devices
- Reaching two distinct target groups with different consumer insights
- Driving traffic to the sales page and generating conversions
As the partner responsible for executing the campaign, we proposed an approach based on precise contextual targeting, leveraging the potential of the Żabka network and the Żappka app – the largest retail ecosystem in Poland.
Communication Strategy: One Product Line – Two Communication Worlds
Based on demographic, location, and purchasing data from the Żabka network, we recommended dividing the campaign into two communication streams, tailored to distinct target groups:
🔹 Younger audience (ages 16–25)
We focused on showcasing the modern features of the Galaxy A – fast performance, high-quality photos, and AI functionalities. The messaging was dynamic, tech-savvy, and inspired by the social media world. Target audience: teenagers and young adults, frequently visiting Żabka in the afternoons and evenings.
🔹 Parents and older users (ages 35–50+)
Here, the emphasis was placed on reliability, security, and device longevity—key factors for those making purchasing decisions from a household budget perspective. The communication was tailored to the locations and times when older customers’ traffic in Żabka stores was highest. An additional insight: the First Communion period as a natural moment for deciding to buy a smartphone for a child.
Campaign Execution
📍 Offline Format (DOOH – Digital Signage)
- Number of screens: 560 (window displays, 55 inches)
- Frequency: 9 displays per hour
- Duration: May 5 – June 3, 2025
- Locations: selected based on demographic structure and peak visit hours for each target group
- Targeting: dynamically adjusted to the two audience profiles across time and location
📱 Online Format (Żappka Storly – native format within the app)
- Żappka app: the largest retail app in Poland (over 11 million users)
- Creative: native Storly format with a CTA directing users to the Galaxy A purchase page
- Results from Day 1 of the campaign:
- Reach: 850,000 unique users
- Ad opens: 12,000
- Clicks: 1,000
- CTR: 8% click-through rate directing to the purchase page
Campaign Results
✅ DOOH (digital signage)
- Campaign reach: 2,890,000 unique viewers
- Total number of ad contacts: 5,780,000
Thanks to the skillful combination of locations, airing times, and messages tailored to the audience profile, the campaign effectively translated into product interest and actual purchase actions.
✅ Żappka storly (online)
- A strong call to action – just one day of storly airing generated thousands of clicks and a high conversion rate on the sales page.
- Additional synergy between offline and online channels – users who saw the campaign in-store also had the opportunity to encounter it in the app, which increased communication effectiveness.
Why did the campaign work?
- Precise contextual targeting: thanks to the analysis of customer traffic and demographics in Żabka, we tailored the locations and broadcast times to specific audience groups.
- Dual communication: one product, but two different messages and consumer needs — personalized messaging increased effectiveness.
- Online + offline synergy: combining DOOH campaigns with placements in the app allowed for extended reach and enhanced impact.
- Campaign duration: May–June is a key period for purchasing decisions (e.g., communions), which strengthened purchase intent, especially among parents.
Conclusions and Business Value
This case demonstrates that even a brand outside the FMCG category, without a physical presence at the point of sale, can effectively leverage retail media. Samsung Galaxy A became an example showing that technology + data + a well-designed media strategy allow reaching the right consumer at the right moment.
It also proves that the retail media environment — both offline and online — not only supports brand awareness building but can also have a real impact on sales conversion, even for products with a higher price threshold.