Karna’s Twitter Pulse study shows that Samsung’s aggressive marketing campaign failed to generate sufficient organic traction.
On 20th Feb 2017, Samsung Launched its high-end GalaxyC9Pro smartphone for the Indian market. Samsung is a big brand in India and its product launches are always closely watched by users and commentators.
The company had planned a relatively aggressive marketing campaign for Galaxyc9pro launch and tried to stimulate conversations around it by promoting it on for Twitter for 2–3 days around the launch date.
We tracked the campaign using our Twitter Pulse tool and were surprised to find only ~400 tweets (inc re-tweets) related to #GalaxyC9Pro during the 8:30 AM to 6:30 PM on the day of the launch (20th Feb). Moreover, our intent classifier revealed that most of the tweets were related to marketing signalling that the campaign failed to generate organic traction among Twitter users. Maybe Samsung’s brand name has lost its past allure given a problem with its batteries and competition from new players.
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