Why is this work relevant?

'Email' is a widely used channel in the retail industry. Unfortunately, its misuse within the industry is also widespread, which has historically led most people to ignore it.

Therefore, this work is relevant because by using only this traditional and misused channel (email) in an innovative and effective way, Samsung turned the slowest sales week in Brazil into the second-best sales week of the year.

Cultural context

The Brazilian economy is unstable, and almost all Brazilians belong to the middle or lower class. Because of this, they eagerly await the Black Friday week and plan purchases for this period to take advantage of the widely promoted discounts. Consequently, every year, the Black Friday week breaks sales records in Brazil... and the week after Black Friday is the slowest.

Background

In 2023, because Samsung had not achieved the Black Friday goals, and needed to compensate for the bad results, the brief was to find a simple, cheap and effective way to sell products in the short term.

The creative idea

We discovered that 80% of online shoppers abandon their shopping carts, and many do so intentionally, hoping for further discounts. 

Using only one of the most traditional channels (e-mail), but in an innovative way, we leveraged the "abandonment" behavior and offered "ThrowBack Deals": the latest product models at the price of old ones. We hyper segmented and hyper personalized offers to Samsung database. Precisely, 735,000 people were impacted by 735.000 personalized emails.

The strategy

We've mined the Samsung database and built the 'Abandoners' cluster (consisting of people who abandoned their shopping carts in the last 2 years). From it, we created numerous micro segments according to the abandoned products.

The execution

The activation took place the week following Black Friday and lasted only one day, to be precise, just seconds: the time it took to press the button and send 735,000 emails, plus the time for them to reach the target.

After that, we just had to wait for the people to open their e-mails, get surprised by the offers, buy, and spread the news.

The results

With ThrowBack Deals, Samsung turned the slowest sales week into the second-best sales week of the year.

In the following week from Black Friday, we increased 318%.
We sold more than R$ 3,5 million in products, that's USD$ 700,000.

YOY E-Mail open rate: 67%
The average open rate is 2,6%
Return in investment: 5145%

The results were so impressive, and Samsung liked the idea so much, that it became an always on activation for the brand

Budget details

The total cost of the campaign was $29. This is because the cost of sending each 1000 emails is 0.4 cents, and we sent 735,000 emails.

In terms of production, we utilized creative assets from the global team and existing product photos.

The team and automation tools were already covered by the agency fee.