SAMSUNG

Smart living made simple

Inspiring customers to make their home life smarter

Challenge

Smart home technology has been around for years. However, most consumers don’t understand how to create their own ecosystems, even when they owned relevant products.

Objective

We aimed to create an experience that gave customers access to rich inspirational and educational content to help them consider creating a Samsung Smart Home set-up – with a business goal of cross-selling new products.

Solution

I led a multi-disciplined team to create a content-rich e-commerce experience designed to engage customers through a series of light-hearted stories demonstrating smart home technology.

Each story highlights unique product combinations. To access the content a new smart home category was created within samsung.com. The landing page for the category contained a filter component designed to give access to each story based on need or passion.

A hero carousel was used to surface the most viewed stories.

Category Introduction

To introduce customers to the concept of smart home technology, we created an introduction video that combined some of the featured stories into a more prominent theme of “How will you simplify your every day?”

Accessible Stories

Story detail pages provided access to a video and static content that highlighted features and benefits. All content had the role of simplifying the complexity of connecting multiple products. The content was carefully crafted to ensure enhanced page visits through a robust SEO strategy.

One-Stop Shop – Bundle Buy Feature

To support customers’ needs to pre-configure and purchase a package, the team developed a unique configurator feature. This tool had to handle a variety of data sets including all available product SKUs plus mobile carrier options.

Results

26

new category pages established within samsung.com

5

days to shoot 12 new videos

The COVID-19 pandemic presented the content team with unique production challenges. Global health concerns and travel cancellations restricted us from shooting on-location in the US. Unable to proceed with the production we had spent months planning in the US, we quickly needed to find a new approach. We pivoted and partnered with Leo Burnett KR remotely to execute the production in Seoul, Korea.

Production

I led the content design & production team at Razorfish who worked directly with the team on the ground in Korea to oversee every aspect of pre-production. We ensured quality control and ongoing management through daily communications and the creation of a pre-production playbook that covered every aspect of the shoot.

5 days. 12 Videos.

Filmed over 5 days, the teams collaborated non-stop through digital channels and a live feed on set. The massive studio location afforded easy oversight by enabling the creation of multiple sets within the same space. The setup enabled the production team to shoot and design sets for other scenes simultaneously, which resulted in a large volume of content captured at speed

Post-Production

Post-production was all handled in the US by the Razorfish team where I oversaw Animation, VFX, Color finishing, Music Selection, Editing, and Retouching.