Objective

Samsung wanted to elevate the launch of its Galaxy Flip7 and Fold7 devices with more engaging campaigns that would move beyond simple clicks to deliver measurable, high-quality interactions, gain insights into how the two flagship products resonated with their audience and identify opportunities for refined messaging. The team focused on driving “Engaged Visits”— website sessions where people visited two or more pages—as a signal of meaningful awareness and intent. The challenge was to find a format that could not only capture attention but also drive these deeper actions efficiently.

Solution

To make the launch of their two flagship models Galaxy Flip7 and Fold7 more interactive and to help them uncover the insights on different consumer preferences, Samsung turned to Smartly’s Conversational Ads. This highly engaging format directed audiences into chat experiences with the brand on Messenger and Instagram Direct, guiding them through a series of tailored questions and answers that helped each user discover which of the two devices best suits them based on preferred features and price point. By using Smartly to activate and optimize Conversational Ads, Samsung successfully delivered richer consumer experiences while meeting their performance goals and collecting valuable insights.

The results far exceeded expectations. Compared to standard campaigns running during the same period, Conversational Ads drove a 54% lower cost per engaged visit, Samsung’s core KPI for measuring traffic quality. Beyond upper-funnel success, the format also delivered a 73% lower cost per acquisition (CPA) and more than 3x higher return on ad spend (ROAS). For Samsung, the launch campaign proved that interactivity is not only engaging but also highly effective across the full funnel.

With Consumer Insights, Smartly turned user interactions from the chats into unique insights for Samsung. They gained visibility into how the two models and their features resonated with audiences, differences between user groups as well as surfaced potential price sensitivities. For example, female users were more likely to prefer 'multitasking', while male users gravitated more towards 'pocketability' and 'gaming'. These Consumer Insights help inform Samsung on how to refine and iterate future messaging for and creatives for the flagship models beyond Conversational Ads campaigns.