Samsung • Black Friday’s Throwback Deals
2024 • O2O Commerce • Smartphone • Brazil • LATAM
Samsung did 'ThrowBack Deals' using personalized email marketing to turn the slowest sales week into the second-best sales week of the year.
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The big idea of the campaign was to leverage the behaviour of online shoppers who abandon their carts intentionally by offering personalized "ThrowBack Deals" through email. By offering the latest product models at the price of old ones, Samsung aimed to compensate for underperforming Black Friday sales and turn the slowest sales week into one of the best of the year.
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The challenge of this campaign was to find a simple, cheap, and effective way to sell products in the short term, given that Samsung had not achieved its Black Friday goals and needed to compensate for the bad results in 2023. The aim was to leverage the high rate of online shopping cart abandonment and offer personalized "ThrowBack Deals" to the Samsung database in an innovative way using emails as the primary channel. The goal was to turn the slowest sales week in Brazil into a successful sales week, which was achieved with impressive results.
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The target group of this campaign was the 'Abandoners' cluster within Samsung's database, consisting of individuals who had abandoned their shopping carts in the last 2 years. This group was further segmented into micro-segments based on the abandoned products.
The campaign aimed to re-engage these individuals through personalized email offers during the slowest sales week following Black Friday in Brazil.
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The results of the campaign were highly successful. Samsung turned the slowest sales week in Brazil into the second-best sales week of the year. In the week following Black Friday, sales increased by 318%. The campaign generated sales of over R$ 3.5 million (USD$ 700,000). The year-over-year email open rate was 67%, significantly higher than the average open rate of 2.6%.
The return on investment for the campaign was an impressive 5145%. The success of the campaign led Samsung to adopt it as an ongoing activation for the brand.
