Launching a Twitter Shop and Livestream for Samsung Mobile

My Role: Lead Social Commerce Strategist

The Insight

The majority of Gen Z shoppers prefer to buy sustainable brands, and they are the generation most willing to spend 10 percent or more on sustainable products.

The Idea

Less than 20% of discarded TVs, computers, phones, and other electronics are recycled.

In an effort to improve its carbon footprint and improve product sustainability, Samsung’s Certified Re-New devices involves the responsible recycling of products at the very highest of standards.

Our idea was to educate audiences around this program for World Environment Day as many people are looking to reduce their personal carbon footprints, as well as encourage MZs to help the loop by recycling or trading in their old phones.

The Platform

In the past few years, the Twittersphere has exploded with conversation around climate change, sustainability and environmental affairs. Because of this organic engagement around themes that will resonate with an earth-friendly shopper, Twitter was the place to promote Samsung’s CRN devices.

Through Twitter’s new Live Shopping module, our influencers showed our audience how to live a more sustainable lifestyle through upcycling – clothes, accessories, and their refurbished Galaxy devices – all drenched in their unique, coveted style. People tuned into the livestream to hear eco-inspiring stories about relevant, renewable initiatives, shop Re-Newed phones directly from the website, and use the Live Shopping stream to discover our Samsung eco-friendly catalog and other green initiatives.

How It Worked

First, we engaged MZs pre-event, inviting them to our livestream with Heart to Remind and influencer posts.

On the day of the event, we leveraged Samsung Mobile’s large following and our influencers’ audiences and encouraged MZs to tune in.

For the event itself, we divided the livestream into three core segments.
Viewership picked up over time, reaching a 43.7% video view rate.

After the event, we made the livestream and key highlights available for those who missed it with a livestream replay and paid ads further educating audiences about CRN devices.

The Results

Our shoppable livestream and corresponding media campaign outperformed Twitter’s video view rate benchmark by over 300%, with 3.5M viewers and over 1M clicks to S.com. The execution was best-in-class, earning a spot on the Success Stories Twitter site.