Samsung wanted to build a long-term engagement with their premium customers, ones who purchased Samsung phones worth Rs. 20,000 and above. They were not looking for instant gratification, instead, they wanted to engage with this customer base consistently and over a longer period.
Strategic Alliances are the perfect solution that can be used to engage customers over a longer period of time. Multiple offers are strategically curated to engage customers under such campaigns. The channel chosen for offer delivery was the My Rewards app, which came loaded on premium handsets. Ten new and exclusive alliance offers were made live every month for two years on the app which were very relevant to this segment. For instance, offers on drinks at Hard Rock café, dining experiences at Taj, and so on.
We tied up with major brands and delivered ten exclusive strategic alliances every month which could be used by anyone having the My Rewards app on their Samsung phone. These alliance offers were strategically classified under five categories namely, travel, health & fitness, lifestyle, shopping and dining – two offers per category. During the campaign, the customer engagement and app rating shot up across all regions.