Wazzup Pilipinas!
Harte Hanks, a U.S-based leader in customer relationships, experiences and interaction-led marketing, helped Samsung grab attention and build engagement when it launched its Galaxy Note 4 in 2014.
Harte Hanks is well-known for creating many brand success stories for their clients that include Hewlett Packard Software EMEA, Microsoft UK Enterprise, Sony, and Samsung, will be opening a BPO-call center at the Mall of Asia Complex, in Pasay City on April 21.
Now, the Samsung campaign has been awarded Direct Marketing News’ 2016 Marketing & Tech Innovation Award in the Mobile Marketing category.
The campaign, directed at an under-30 audience, focused on using social media to turn someone’s bad day into a good day. The campaign dubbed #NoteMyDay, helped turnaround bad days for those young people who tagged social media with #NotMyDay.
“Research tells us, millennials use social channels to share everything, even the bad things,” says Alan Kittle, creative director at Harte Hanks. “But we'd never seen a brand take direct action and find ways to make the bad days better, even though turnaround stories are popular. Using smartphone features to create happy endings felt so unusually emotional.”
To boost Samsung’s profile with this group, Harte Hanks teamed with Vine personality Rudy Mancuso and Snapchat artist Shaun “Shonduras” McBride. The two ended up turning around bad days for 18 people in 10 countries over a three-day period.
The campaign generated 1.3 million interactions with the two social media stars; 15.2 million YouTube video views; 226,000 tweets of #NoteMyDay, which trended on Twitter in six key global markets. Most important the campaign helped Samsung sell 13.5 million phones in the fourth quarter of 2014.
#NoteMyDay has also been awarded by the Direct Marketing Association’s International Echo Awards and the Drum Dadi Awards, an award-giving body in Great Britain that celebrates excellence in digital, for “Best Consumer Campaign” and “Best Use of Video.”
“Our vision is to be the leader in smarter customer interactions,” said Jonathan Bondoc, Site Director of Harte Hanks Philippines, the US firm’s affiliate in Manila. “Our job is to bring companies closer to their customers through engaging and effective interactions no matter what channel or device they are using. For many brands that incudes call center solutions. We are excited to be opening the new facility and growing Harte Hanks’ services here in Pasay City.”
The April 21 opening signals the integration of the secondary locations with Harte Hanks’ BPO-call center at 5E-com Center at the Mall of Asia (MOA) Complex. Harte Hanks Philippines currently employs about 2,000 people in its main and secondary locations in Metro Manila.
To see the campaign case study with a 2 minute video to:
http://www.hartehanks.com/work/case-studies/case-studies-samsung-mobile
To see the Direct Marketing News article on the award go to:
http://www.dmnews.com/marketing-strategy/mobile-marketing-innovation-samsung/article/481853/
The Direct Marketing Association, the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing, hosts the Marketing & Tech Innovation Awards.
Ross is known as the Pambansang Blogger ng Pilipinas - An Information and Communication Technology (ICT) Professional by profession and a Social Media Evangelist by heart.
Marketing has always been about reaching the right people at the right time in the right place, improving your ranking on organic search results. Looking at the rate at which smartphones are spreading, it’s not hard to figure out exactly where you need to catch your audience – on mobile devices.
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