Samsung Holiday

For two years, I oversaw the entire Samsung Holiday program across all lines of business (mobile, TV, Home Appliance, mobile computing, and services), each bringing their own strategy and competing goals. Every year began in Q1 with an in-depth planning session with all internal and external partners aligning on the strategy for the year. This was not an easy task and at times people would change their goals throughout the process.

 

The overall program kicked off in October with the focus of getting your home ready for the holidays and the momentum would continue through Black Friday, Cyber Monday, 12-days of deals, Last Minute Gifting, and New Years'. Each of these moments included everything from BTL (digital, VW.com, partner sites, social, influencer) and ATL (TVC, partnerships and innovative influencer programs) with unique focus on different audiences and products. This was not an easy effort as it was a working team of over 50 people.

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Each year was a challenge but it pulled Samsung together one time a year to show the cohesive story of all of the family of brands.

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Agency Partners: R/G/A, adam&eveDDB, Wieden + Kennedy, Edelman