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Global message, local voice: How Samsung engaged customers globally with Google AI

Guests
Jannos Artusi, Head of Ecommerce Marketing, Samsung Brazil
Anna Karina Silva Pinto, Corporate Marketing Director, Samsung Brazil
Gizem Öztürk, Performance Marketing and Growth Manager, Samsung Turkey
Yanki Yalcin, Chief Strategy Officer, Samsung Turkey
Sandeep Bajpai, Director and Head of D2C Marketing, Samsung India
Published
June 2023

In a digital-first world where borders are porous, brands have an opportunity to grow their business across markets seamlessly, especially as people increasingly shop across borders and consider more brands amid a “loyalty reset.” But adapting to an always-evolving retail landscape and a diverse consumer base takes skill and agility.

Samsung is one global brand that has found success in connecting with audiences across demographics and markets by using Google AI in marketing. Watch our interview with five leaders from Samsung Brazil, Turkey, and India to learn how the brand used Performance Max to personalise its ads for customers around the world and increase revenue at scale.

00:03

Anna Karina: Samsung is a truly global organisation. On one hand, we need to address our message globally, but on the other hand we need to adapt our strategy and tone of voice to reach many consumers in different markets.

00:19

Jannos Artusi: Brazilian consumers are very promotional. They buy when they have a good deal. It’s very easy to sell when you give a big discount, right, but your profit goes down.

00:28

Sandeep Bajpai: Within India, there’s a huge disparity in consumer demographics across North and South regions. This stretch of geographies, price, inventories makes it difficult for us to optimise performance and also grow at the same time.

00:44

Yanki Yalcin: We call Turkey where the continents meet. With this diversity we have a lot of different segments. And we are trying to achieve real personalised communication. So in order to achieve that, we are focusing on AI technology.

00:59

Artusi: We knew Performance Max was giving the full power of AI, but we didn’t trust AI-powered campaigns in the beginning. Why put everything at risk? We started a test and learn approach, and that made us a little bit more confident about using AI.

01:15

Gizem Öztürk: Here in Turkey, the learning period was very fast and eventually we saw revenue increasing by five times. So this gave us the confidence that we needed to scale.

01:26

Bajpai: In India the results were phenomenal. We doubled our revenue without affecting our return on advertising spends too much. I don't think currently there's a product available in the market that we can use to achieve similar results.

01:41

Karina: Performance Max AI will help us multiply our team's expertise. It'll give us more insights and smarter ways to reach customers. Google for sure will be a strong partner for us in the future. I have no doubt about that.

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