Samsung Australia
Client: Samsung Australia
Product: Samsung Electronics
Title: Reverse Auction
Media: Website and Direct
Country: Australia
Date Of Campaign: 18 Nov 2022
Background: Black Friday is not only the biggest commerce event in the calendar, generating $33.9bn in sales worldwide, and an estimated $3.8bn in AU, from a media perspective, it’s also one of the most expensive times to be in market. For consumers and brands alike, Black Friday has become overwhelming. Consumer inboxes are bombarded with deals from every brand they’ve ever dealt with, looked at, or accidentally visited. And with so much competition, Samsung was losing out to other brands and retailers over this period. The brief was simple: How do we create standout for Samsung in the ocean of deals customers are offered on Black Friday?
Idea: We flipped Black Friday eCommerce on its head by introducing The Reverse Auction. A new online sales mechanic, where Samsung gave customers the power to decide the price they’d pay for its most popular products. Unlike regular auctions, Samsung’s Reverse Auctions started at full price and then decreased until all items were bid for or the price reached $1, whichever happened first. Launched via a series of social films that showcased the Reverse Auction as breaking news, people were directed to register their details via a website experience that offered a range of Samsung products up for grabs. To build intrigue, the Reverse Auction schedule also included a number of mystery products with details revealed on the day. The Reverse Auction website was a complex digital platform designed to host auctions and capture data. Boasting dynamic content, live bidding, and data capture capabilities, it allowed over 80,000 bidders to participate in 20 auctions of 60 Samsung products valued at $140,000 RRP. The Reverse Auctions generated great deals for customers and incentivised them to provide their data in exchange for the chance to participate
Results: The campaign was a huge success, with over 51,600 people registering to take part in the auctions. While giving away premium products for $1 in itself doesn’t guarantee success, Samsung leveraged the hype generated through Reverse Auctions and data from the unsuccessful bidders to drive huge uplift in traffic to its website and Black Friday revenue. Following the Auctions, we targeted prospects with a voucher code via EDM and remarketing communications. These leads would go on to exceed Samsung’s sales expectations. Supported with a modest incremental media spend of $186k, we saw revenue increase by $1.34 million YoY and delivered a 360% mROI. The campaign delivered a 270% increase in Black Friday revenue year on year, making it Samsung's most successful Black Friday campaign.
