samsung hylex

Multi-channel marketing STRATEGY￨revenue growth￨CREATIVE CONTENT REPURPOSING￨GRAPHIC DESIGN￨social media, email, e-commerce

YEAR 2024

REVENUE IMPACT $612,756

sector/industry b2b tech / hvac + energy efficiency

impact

147.62% yOY PRODUCT SALES GROWTH

40% email open rate

6.8% LinkedIn CTR (industry average: 0.4%)

How Creativity and Strategy Reversed typical Q4 15% sales decline to achieve 147.62% yoy growth for the samsung hylex

In October 2024, I LED a transformative multi-channel marketing campaign for Samsung's Hylex™ heat pump. This initiative showcased my ability to blend creative strategy, graphic design, and data-driven marketing to achieve exceptional results. By reimagining a technical product case study into a compelling, design-driven marketing campaign, we achieved:

  • $612,756 in incremental revenue over a three-week period (Q4 W3-W5)

  • 147.62% YoY sales growth in Q4 Week 5

  • 35.71% increase in yoy units sold

  • These results were particularly significant given that Q4 typically sees a 15% decline in HVAC sales.

MARKET CHALLENGE + STRATEGIC OPPORTUNITY

BUSINESS CONTEXT

  • Historical 15% decline in HVAC sales during Q4

  • Samsung's technical documentation lacked TARGET AUDIENCE appeal

  • Complex product features limiting market penetration

  • Fragmented approach to multi-channel communication

STRATEGIC OPPORTUNITY

I identified the potential to position the Hylex™ as the leading solution in energy efficiency, cost savings, and innovative design through a bold, creative marketing approach. This would capitalize on the product's strengths:

  • Innovative heat pump technology

  • Superior energy efficiency

  • Significant cost-saving capabilities

  • Compact and sleek design

CAMPAIGN STRATEGY + EXECUTION

CREATIVE STRATEGY

independently conceptualized a multi-channel campaign that reimagined Samsung's technical case study into audience-focused, HIGH-IMPACT DIGITAL marketing assets, TAILORED TO VARIOUS PLATFORMS.

EXECUTION HIGHLIGHTS

  1. Storytelling through Design: Developed 6-8 custom-designed visuals that translated technical specifications into relatable, engaging graphics. These emphasized the Hylex™'s sleek design and energy-saving benefits.

  2. Platform-Specific Messaging: Adapted content for LinkedIn, Facebook, email, and e-Commerce platforms to maximize audience engagement:

  3. SEO Optimization: Integrated targeted keywords into content, boosting search visibility.

  4. A/B Testing: Optimized email subject lines and calls-to-action, refining the campaign for higher engagement rates.

multi-channel marketing strategy

  • LinkedIn: Professional and technical tone targeting industry leaders

  • Facebook: Relatable and consumer-focused copywriting

  • Email Marketing: Benefit-driven subject lines and A/B-tested CTAs. included multiple buttons with varied cta to increase clicks

  • eCommerce: Bold website banner with clear cta linking to hylex product page

results

The campaign drove a 35.71% YoY increase in units sold and a 35.78% revenue boost, with $612,756 in additional revenue generated in Q4 W3–W5 alone. Weekly sales surged from an 8.33% YoY growth rate in Q4 W2 to 147.62% by Q4 W5—a 17.7x improvement in growth velocity.

The multi-channel strategy also achieved outstanding engagement:

  • Email Marketing: 40% open rate and 1,781 total clicks from 8,220 sends.

  • Social Media: LinkedIn posts delivered a 6.8% CTR; Facebook posts achieved a 5.1% engagement rate.

  • eCommerce: Bold banners drove 400 clicks, significantly boosting product page traffic and conversions.

Strategic Value & Future Impact

This campaign underscored the power of creative storytelling and strategic marketing in transforming technical content into a global revenue-generating asset. Key takeaways include:

  1. Strategic Vision: Identified growth potential in a challenging sales period by reimagining existing content.

  2. Creative Execution: Designed visually striking, audience-specific marketing assets that elevated brand perception and drove engagement across channels.

  3. Data-Driven Optimization: Utilized A/B testing and performance metrics to continuously refine the campaign.

  4. Cross-Functional Leadership: Successfully coordinated with technical, design, and marketing teams to ensure cohesive messaging and execution.

The success of this campaign demonstrated the significant impact of combining strategic vision, creative execution, and data-driven marketing. This case study exemplifies my capacity to transform technical products into compelling marketing narratives, drive significant revenue growth, and establish market leadership through innovative digital marketing strategies.

global strategy

The success of this campaign has opened doors for global implementation. There's potential to adapt this strategy across different markets and product categories, potentially revolutionizing Samsung's approach to technical product marketing worldwide.

long-term revenue projection

Based on the campaign's success, there's potential for significant annual revenue increases if implemented across Samsung's entire HVAC product line. This represents a substantial opportunity for sustained growth and market leadership.

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