We inspired Romanians to rediscover the true gift of Christmas – human connection – by setting up a social experiment reframing coveted gadgets as enablers of connectivity with dear ones. We kickstarted the campaign with a teasing phase and asked fans across all our social channels the most important question of the Season ”What is the perfect Xmas gift?”. We used the answers as social media posts and discovered that 62% of them were dreaming of gadgets, rather than time together.
We randomly selected some of those who answered and found ways to contact their families who helped us set up the social experiment. We offered them the exact Samsung gadget of their dreams. Then, showed them another answer to the same question, by a special someone. And revealed how their new gadget is all about the power of human connection.
We amplified the message across various relevant targets for each product category and specifically towards the loyal community in the Samsung Members App. After releasing our experiment about the true perfect gift for Christmas, we offered our fans even more presents such as AR filters and dedicated Samsung Members App content, as well as an offline activation at the airport.