samsung hylex
defying the decline: how an innovative product marketing strategy reverses typical q4 sales decline for the samsung hylex
YEAR 2024 REVENUE IMPACT $612,756 yOY SALES GROWTH 147.62% sector b2b tech
product marketing￨creative content strategy￨graphic design￨ai￨B2B￨Multi-channel marketing: email, social media, e-commerce￨marketing analytics + reporting
project overview
samsung released a technical case study to it’s dallas-based market featuring the energy and cost saving capabilities of the samsung Hylex™ heat pump. given the upcoming hvac slow sales period: i recognized this as an opportunity for a multi-channel, product-focused marketing campaign emphasizing the product’s various value propositions.
In October 2024, I led this b2b multi-channel marketing campaign for the Hylex™ heat pump, driving $612,756 in incremental revenue and reversing the typical seasonal 15% Q4 sales decline to achieve 147.62% YoY revenue growth.
the challenge
The HVAC industry typically experiences seasonal slow period during Q4, as heating and cooling demands decrease with cooler weather.
strategy
goal: combat an industry-wide off season by leveraging the market-leading Hylex™’s trending value propositions like energy efficiency, cost savings, and compact design.
ai-assisted copywriting: Utilized AI tools like perplexity ai and chatgpt to reimagine technical content into audience-centric narratives tailored to various platforms.
a focus on trending features: any 2024 industry report will tell you that energy efficiency is trending across the board. energy efficiency, cost savings, and contractor convenience were emphasized throughout the campaign.
designed product-focused, visually striking graphics using canva
Multi-Channel marketing campaign
crafted a LinkedIn post with professional, audience-focused copywriting targeting industry leaders and contractors paired with bold, engaging, product-focused visuals.
informative, data-driven email copy that emphasized innovative features like energy efficiency and cost savings was sent to different segments. A/B-tested various subject lines and CTAs to optimize engagement and clicks.
Facebook post featured consumer-focused storytelling to connect with homeowners, energy-conscious buyers, and HVAC business owners.
E-commerce advertising featured a bold product banner with clear ctas linking to product page.
results
This campaign brought in an additional $612,756 in revenue 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 increase in growth velocity.
marketing metrics
Email Marketing analytics showed a 40% open rate and 1,781 total clicks from 8,220 sends.
LinkedIn post delivered a 6.8% CTR
Facebook achieved a 5.1% engagement rate.
eCommerce advertising brought in 400 clicks
conclusion
Leveraging market-leading products, like the Hylex™, showcasing trending features like energy efficiency and cost savings to create a compelling value proposition, is an effective marketing strategy to combat traditionally slow seasons.
future impact
This campaign's success underscores the potential for global implementation, with opportunities to adapt this strategy across markets and product lines. samsung’s brand partners are positioned for success by replicating this approach across various portfolios.
