Samsung UK
Samsung UK turned reach into revenue with just two high-impact placements, driving awareness and conversions for their flagship phone launch.
Goal
A flagship phone launch is one of the biggest moments in the marketing calendar for Samsung UK. And in 2025, they executed a Pinterest strategy as innovative as their products. The goal was to drive awareness, elevating demand by finding an audience ready to buy in a category known for longer consumer decision making and fierce loyalty.
Strategy
Macro economics are hitting consumers hard. In fact, 63% of consumers feel the cost of living crisis isn’t getting any better.1 In the tech category, this means delayed phone upgrades and refurbished alternatives. So, how do you make a launch, launch harder?
You launch on Pinterest. According to GWI data, people on Pinterest are 38% more likely than people not on Pinterest to be planning to buy a phone in the next 3-6 months.2
The campaign came in two phases: Firstly, in the ‘pre-order’ phase, distinctive and clear creative drummed up excitement and anticipation. And secondly, the launch itself, supported by two Spotlights on Home and Search pages - capturing audiences in two mindsets.
The Premiere Spotlight on home launch was unmissable, driving wide reach and awareness - with follow up placements through Search feed to target audiences with greater purchase intention. Combined, this became a big moment that drew big attention.
“
Spotlights are a must-have for Samsung launches, supporting incremental and cost-effective reach while driving brand lift. The high-impact placements help us tap into actionable intent - not just impressions - by reaching people on Pinterest ready to engage.”
Sara Sjögren
Paid Social Associate Director, Performics
“
Our Flagship phone launches are a focus within the annual marketing calendar. We need to meet audiences where they are at, with a relevant message that will be remembered. It’s clear that consumers searching for their next big purchase are using Pinterest for buying inspiration. It’s a platform we cannot afford to miss in our media mix.”
Emily Westworth
Head of Paid Media, Samsung UK
Results
The campaign made a big moment of Samsung’s biggest moment.
Two Spotlight placements grew incremental reach +23.6% whilst brand awareness and pin awareness rose 4.3pts and 4.4pts respectively.4
And that’s just half of it. The campaign turned Spotlight reach into Samsung revenue as further analysis revealed a +17.2% incremental lift in Checkout conversions,5 based only on two Spotlight placements. By capturing people on Pinterest at moments of intent, these mass-awareness placements, intended to drive awareness, achieved full funnel results.
23%
Increase in incremental reach6
17.2%
Incremental Checkout conversions5
Explore Related Resources
For brands like Samsung, Spotlights are ideal for big impact moments, driving mass reach and incremental conversions. Learn more about the ad format.
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