Expanding the target audience of Samsung Jet vacuum cleaners through a partnership with a pet food brand and an integrated campaign
Samsung Electronics
By partnering with a premium dog food brand, Samsung Jet connected with dog owners in an authentic way, positioning the Bespoke Jet vacuum cleaner as a solution designed for everyday life with pets.
- Online campaign I Cross promotion
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Samsung Jet & Piesotto campaign
BACKGROUND
Samsung partnered with Piesotto, a producer of ready-made dog food, with the goal of strengthening brand perception and demonstrating that the Bespoke Jet vacuum cleaner is designed for dog lovers – created by a brand that truly understands the bond between people and their pets.
SOLUTION
Bespoke Jet vacuum cleaners and Piesotto both offer immediate, reliable support. They are dependable solutions whenever you need help – whether in caring for your home or your beloved pet. The communication was supported by a sales promotion: with the purchase of a Bespoke Jet vacuum cleaner, customers received a voucher for dog food worth PLN 300 or PLN 400.
RESULTS
The campaign included a dedicated Samsung landing page, social media communication, messaging within the Samsung Members app, email marketing to both Samsung and Piesotto databases, and expert articles featuring a groomer, a behaviorist, and a canine nutritionist.
The campaign was also visible in retail (POS materials in MediaMarkt, Euro, RTV stores, Media Expert, and on retailers’ websites), featured on Dzień Dobry TVN, supported by JET products used by brand ambassadors and influencers, and reinforced through internal employee contests.