Elizabeth Ballou, Gina Mackey, Hannah Davison, Jamie Wilson, Kate Owensby, Monica Hardy & Rebecca Christopher

Corporate Overview

● Full refund for any recalled washer purchased in the last 30 days

● Home Label Kit with new control guide & warning labels● Free in-home repair that includes reinforcement of the

washer’s top● Possible rebate towards the purchase of a new washer

Competitors Samsung LG Electronics Whirlpool

Revenue $172.6 billion $48.8 billion $20.9 billion

Target Audience Moms Moms Moms

Advertising Strategies

Humor appeal Slice of life executional framework

Emotional appealCause-related marketing

Media Presence TV, social media TV, social media TV, social media

Focus on environment/sustainability

-ENERGY STAR qualified products (100% of washers)-Recycling program-Green partnerships-Not prominently featured on website

-Focused on energy efficiency-Recycling program-Green packaging-Not prominently featured on website

-ENERGY STAR programs-Recycling program-Green partnerships

Advertising Strategies

● “Fast follower”● Brand awareness● “Smart thinking.

Simple living.”

● “Industry shaper”● Customer-centric● “Inspire the world.

Create the future.”

Target Market● Young moms, 25-35 years old

○ Family-focused○ Environmentally conscious○ Tech savvy○ Achievers○ Upper middle class - upper

class

“Julie”

Research Overview

Marketing Communication ObjectivesEnhance Brand Image:

● Cause-Related Marketing

● Eco-Friendly Emphasis

Engage & Appeal to Target Market:

● Mommy Blogs

● Social Media

● Events

IMC Components

Building a Cleaner World, One Step At a Time

SELLING GREEN PRODUCTS AND EDUCATION

One-for-One ● The “wash line”

○ Discredits 5 billion people● Hand-washing clothes

○ 6 hours a day, 3 times a week, 2-3 weeks to dry

○ Medical problems ● Solution: GiraDora

http://www.youtube.com/watch?v=UMyhP0aeVLw

For each Samsung washer sold during the course of the campaign, a GiraDora will be donated to a family in need

Social Media & Online Advertising Social Media Push

FaceBook page: Samsung & Giradora Initiative● Include stories from the

women helped

Instagram, Twitter Ads

● #WalkForWater● One For One

Online Advertising

One for One:

● Advertise on retailer websites (HomeDepot etc.)

● Advertise through Mommy Blog Sponsorship

Walk for WaterWhat: A walk for a cause, sponsored by SamsungWhen: Earth Day April 22, 2017 - culmination of campaign Where: From 1700 Lida Street (Safe Agua) to Memorial Park in Pasadena How: #walkforwater, leafletsWhy: 3.7 miles - The average distance that women and children walk for water in Africa and Asia

Measurements of Success ● Interactions & Hits

○ Social media interaction tracked using #WalkForWater○ Digital Analytics ○ Ratio of positive to negative hits

● Increase in positive brand attitudes○ Monitor blogs, Facebook comments, etc

● Increase in washer sales○ Monitor sales of washer models participating in the

one-for-one campaign

SummaryRestore Samsung's positive brand image through partnership with GiraDora and engagement with the community.

with

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