{"id":26302,"date":"2025-07-17T03:01:21","date_gmt":"2025-07-17T01:01:21","guid":{"rendered":"https:\/\/ads.retailmedia.zabka.pl\/samsung-galaxy-a-how-to-effectively-promote-a-premium-product-at-a-budget-smartphone-price-using-zabka-ads-retail-media-in-a-non-endemic-environment\/"},"modified":"2025-07-26T10:28:46","modified_gmt":"2025-07-26T08:28:46","slug":"samsung-galaxy-a-how-to-effectively-promote-a-premium-product-at-a-budget-smartphone-price-using-zabka-ads-retail-media-in-a-non-endemic-environment","status":"publish","type":"post","link":"https:\/\/ads.retailmedia.zabka.pl\/en\/samsung-galaxy-a-how-to-effectively-promote-a-premium-product-at-a-budget-smartphone-price-using-zabka-ads-retail-media-in-a-non-endemic-environment\/","title":{"rendered":"Samsung Galaxy A \u2013 How to Effectively Promote a Premium Product at a Budget Smartphone Price Using \u017babka Ads Retail Media in a Non-Endemic Environment?"},"content":{"rendered":"\n<p><strong>Business Challenge<\/strong><\/p>\n\n<p>Samsung, one of the global leaders in technology, was looking for an effective way to promote its new line of <strong>Galaxy A <\/strong>smartphones \u2013 devices offering premium features at an affordable price. The key objectives of the campaign included: <\/p>\n\n<ul class=\"wp-block-list\">\n<li>Building awareness around the new line of devices<\/li>\n\n\n\n<li>Reaching two distinct target groups with different consumer insights<\/li>\n\n\n\n<li>Driving traffic to the sales page and generating conversions<\/li>\n<\/ul>\n\n<p>As the partner responsible for executing the campaign, we proposed an approach based on precise contextual targeting, leveraging the potential of the \u017babka network and the \u017bappka app \u2013 the largest retail ecosystem in Poland.<\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<p><strong>Communication Strategy: One Product Line \u2013 Two Communication Worlds<\/strong><\/p>\n\n<p>Based on demographic, location, and purchasing data from the \u017babka network, we recommended <strong>dividing the campaign into two communication streams<\/strong>, tailored to distinct target groups:<\/p>\n\n<p><strong>\ud83d\udd39 Younger audience (ages 16\u201325)<\/strong><\/p>\n\n<p>We focused on showcasing the modern features of the Galaxy A \u2013 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 \u017babka in the afternoons and evenings.  <\/p>\n\n<p><strong>\ud83d\udd39 Parents and older users (ages 35\u201350+)<\/strong><\/p>\n\n<p>Here, the emphasis was placed on reliability, security, and device longevity\u2014key factors for those making purchasing decisions from a household budget perspective. The communication was tailored to the locations and times when older customers\u2019 traffic in \u017babka stores was highest. An additional insight: the First Communion period as a natural moment for deciding to buy a smartphone for a child.  <\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<p><strong>Campaign Execution<\/strong><\/p>\n\n<p><strong>\ud83d\udccd Offline Format (DOOH \u2013 Digital Signage)<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Number of screens: <\/strong>560 (window displays, 55 inches)<\/li>\n\n\n\n<li><strong>Frequency: <\/strong>9 displays per hour<\/li>\n\n\n\n<li><strong>Duration: <\/strong>May 5 \u2013 June 3, 2025<\/li>\n\n\n\n<li><strong>Locations: <\/strong>selected based on demographic structure and peak visit hours for each target group<\/li>\n\n\n\n<li><strong>Targeting: <\/strong>dynamically adjusted to the two audience profiles across time and location<\/li>\n<\/ul>\n\n<p><strong>\ud83d\udcf1 Online Format (\u017bappka Storly \u2013 native format within the app)<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>\u017bappka app:<\/strong> the largest retail app in Poland (over 11 million users)<\/li>\n\n\n\n<li><strong>Creative: <\/strong>native Storly format with a CTA directing users to the Galaxy A purchase page<\/li>\n\n\n\n<li><strong>Results from Day 1 of the campaign:<\/strong>\n<ul class=\"wp-block-list\">\n<li><strong>Reach: <\/strong>850,000 unique users<\/li>\n\n\n\n<li><strong>Ad opens: <\/strong>12,000<\/li>\n\n\n\n<li><strong>Clicks: <\/strong>1,000<\/li>\n\n\n\n<li><strong>CTR: <\/strong>8% click-through rate directing to the purchase page<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<p><strong>Campaign Results<\/strong><\/p>\n\n<p><strong>\u2705 DOOH (digital signage)<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Campaign reach:<\/strong> 2,890,000 unique viewers<\/li>\n\n\n\n<li><strong>Total number of ad contacts: <\/strong>5,780,000<\/li>\n<\/ul>\n\n<p>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.<\/p>\n\n<p><strong>\u2705 \u017bappka storly (online)<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li>A strong call to action \u2013 just one day of storly airing generated thousands of clicks and a high conversion rate on the sales page.<\/li>\n\n\n\n<li>Additional synergy between offline and online channels \u2013 users who saw the campaign in-store also had the opportunity to encounter it in the app, which increased communication effectiveness.<\/li>\n<\/ul>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<p><strong>Why did the campaign work?<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Precise contextual targeting: <\/strong>thanks to the analysis of customer traffic and demographics in \u017babka, we tailored the locations and broadcast times to specific audience groups.<\/li>\n\n\n\n<li><strong>Dual communication:<\/strong> one product, but two different messages and consumer needs \u2014 personalized messaging increased effectiveness.<\/li>\n\n\n\n<li><strong>Online + offline synergy<\/strong>: combining DOOH campaigns with placements in the app allowed for extended reach and enhanced impact.<\/li>\n\n\n\n<li><strong>Campaign duration: <\/strong>May\u2013June is a key period for purchasing decisions (e.g., communions), which strengthened purchase intent, especially among parents.<\/li>\n<\/ul>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n<p><strong>Conclusions and Business Value<\/strong><\/p>\n\n<p>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<strong> technology + data + a well-designed media strategy<\/strong> allow reaching the right consumer at the right moment. <\/p>\n\n<p>It also proves that the retail media environment \u2014 both offline and online \u2014 not only supports brand awareness building but can also have a real impact on <strong>sales conversion<\/strong>, even for products with a higher price threshold.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 \u2013 devices offering premium features at an affordable price. The key objectives of the campaign included: As the partner responsible for executing the campaign, we proposed an approach based on [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":26309,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-26302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-en"],"_links":{"self":[{"href":"https:\/\/ads.retailmedia.zabka.pl\/en\/wp-json\/wp\/v2\/posts\/26302","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ads.retailmedia.zabka.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ads.retailmedia.zabka.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ads.retailmedia.zabka.pl\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ads.retailmedia.zabka.pl\/en\/wp-json\/wp\/v2\/comments?post=26302"}],"version-history":[{"count":1,"href":"https:\/\/ads.retailmedia.zabka.pl\/en\/wp-json\/wp\/v2\/posts\/26302\/revisions"}],"predecessor-version":[{"id":26303,"href":"https:\/\/ads.retailmedia.zabka.pl\/en\/wp-json\/wp\/v2\/posts\/26302\/revisions\/26303"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ads.retailmedia.zabka.pl\/en\/wp-json\/wp\/v2\/media\/26309"}],"wp:attachment":[{"href":"https:\/\/ads.retailmedia.zabka.pl\/en\/wp-json\/wp\/v2\/media?parent=26302"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ads.retailmedia.zabka.pl\/en\/wp-json\/wp\/v2\/categories?post=26302"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ads.retailmedia.zabka.pl\/en\/wp-json\/wp\/v2\/tags?post=26302"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}