Samsung
Go-to-market strategy for Samsung Galaxy S8
Scenario
Following the Galaxy Note 7 crisis, I worked on the launch of Samsung’s flagship S8 phones, helping rebuild trust in the brand.
Approach
Collaborating closely with Samsung’s European mobile leadership team, I analysed consumer insights and crafted key messaging frameworks. My role involved developing advertising copy, point-of-sale materials, and scripts for retail partners, shifting the focus from dry tech specs to real consumer benefits.
Results
The Galaxy S8 achieved record breaking pre-order sales and was the best selling Android smartphone in the first half of 2017. It reclaimed the top sales spot in the US market from Apple. The S8 and S8+ combined captured 5% of global market share.
