proceedings

Proceeding Paper
Advertising Strategy for Samsung Galaxy Series Mobile Phones
on Through the Line Media during The COVID-19 Pandemic
in Indonesia †
Naldo Noviyan Tantuah * , Hardika Widi Satria and Ghevira Azzahra

Creative Advertising Study, Vocational Education Program, Universitas Indonesia, Depok 16424, Indonesia
* Correspondence: naldo19@ui.ac.id
† Presented at the 5th International Conference on Vocational Education Applied Science and Technology 2022,
Teluk Betung, Indonesia, 26–28 October 2022.

Abstract: During Q1 2021, Samsung Indonesia produced a great deal of advertising for their mobile
phones from the middle segment to the premium segment. As a leading technology company in
Indonesia with a high level of trust in society, Samsung always tries to reach its audience through
many advertising media with different functions and goals. Focusing on the production of adver-
tisements using Through the Line (TTL) media, this research was conducted to find out in detail
the advertising strategy of Samsung Galaxy series mobile phones in marketing activities that play
a strong role in maintaining the brand image of Samsung Indonesia. The study used a descriptive
study design with a qualitative approach. The location was at TBWA\, a full-service advertising
agency, and the data collection techniques were systematic observations. The expected advertising
strategy was to achieve campaign objectives as a bridge between the client and the internal team. The
advertising technique focused on by Samsung’s advertising campaign was Through The Line (TTL)
media; with this, Samsung is expected to reach a wider audience and gain greater exposure. This
is said to be effective for the sustainability of the Samsung brand in maintaining their image as a
technology brand with a large number of users in Indonesia.

Keywords: advertising strategy; Samsung Indonesia; through the line; COVID-19

Citation: Tantuah, N.N.; Satria, H.W.;
Azzahra, G. Advertising Strategy for
Samsung Galaxy Series Mobile
Phones on Through the Line Media
during The COVID-19 Pandemic in
1. Introduction
Indonesia. Proceedings 2022, 83, 22. The first case of COVID-19 occurred in Indonesia on 2 March 2020. This event was
https://doi.org/10.3390/ marked by the announcement of the first two cases by the President in the mass media, fol-
proceedings2022083022 lowed by other cases that worsened the national socio-economic condition and instigated a
Academic Editors: Ari Nurfikri,
change in behavior among people, communities, businesses, and industries. The implemen-
Triana Karnadipa, Karin
tation of Community Activity Restrictions/Pemberlakuan Pembatasan Kegiatan Masyarakat
Amelia Safitri, Debrina Vita and
(PPKM) in various regions was deployed with the aim of limiting community activities to
Widyo Swasto reduce the spread of the COVID-19 pandemic. PPKM regulated the work operations of
various places and activities. The operational activities of some economic enterprises were
Published: 26 December 2022 limited to certain hours depending on the level of urgency of the activity [1].
Based on a survey from Badan Pusat Statistik Indonesia with a total of 254,817 respon-
dents, the productive age group of 17–30 years old reduced mobility by 65.4%, with 67.4%
Copyright: © 2022 by the authors.
avoiding crowds, and 65% keeping their distance. This had an impact: the order of social
Licensee MDPI, Basel, Switzerland. life changed and economic performance in Indonesia declined. The decline in Indonesia’s
This article is an open access article economic performance has been occurring since the first quarter of 2020, reflected in the
distributed under the terms and rate of economic growth in the first quarter of 2020, which only reached 2.97%, and again
conditions of the Creative Commons decreased significantly in the second quarter of 2020, which grew by –5.32%. This can
Attribution (CC BY) license (https:// be seen in Figure 1 below, that in general the level of awareness of the respondents in
creativecommons.org/licenses/by/ implementing health protocols is quite good. However, everyone stays in the house and
4.0/). the wheels of the economy do not turn so the decline in economic performance that is also

Proceedings 2022, 83, 22. https://doi.org/10.3390/proceedings2022083022 https://www.mdpi.com/journal/proceedings

Proceedings 2022, 83, 22 2 of 9

Proceedings 2022, 83, 22 2 of 9

can be seen in Figure 1 below, that in general the level of awareness of the respondents in
implementing health protocols is quite good. However, everyone stays in the house and
the wheels of the economy do not turn so the decline in economic performance that is also
happening globally can be used as momentum for Indonesia to make improvements [2].
happening globally can be used as momentum for Indonesia to make improvements [2].
One of them is forcing industry players to shift more quickly to the digital era.
One of them is forcing industry players to shift more quickly to the digital era.

Figure1.1.Implementation
Figure Implementationofof Age-Based
Age-Based Public
Public Health
Health Protocol
Protocol (BPS.go.id
(BPS.go.id (accessed
(accessed on 18 October
on 18 October 2022)).
2022)).
The development of the advertising industry in Indonesia is changing very fast. As
The development
a creative industry that of the advertising
produces marketing industry
products in Indonesia
or services, is changing
advertising very fast.main
is the As a
creative industry that produces marketing products or services,
strategy in the process of marketing activities. The process of conveying commercial advertising is the main
strategy intothe
messages the process
publicofandmarketing activities.
then carrying outThe process ofmessages
persuasive conveying to commercial mes-
invite potential
sages to theto
consumers public
makeand then carrying
purchases or spreadout persuasive
advertising messages
messages to invite
is the potential
main purposeconsum-of
ers to make purchases
advertising. Advertising or spread
has theadvertising
power to shape messages is the mainpatterns,
consumption purpose lifestyles,
of advertising.
and
Advertising
people’s has the
thinking power The
patterns. to shape
high consumption patterns, is
interest in advertising lifestyles,
due to the andlarge
people’s
number think-
of
ing patterns. The high interest in advertising
business actors who need a medium to market their products. is due to the large number of business actors
whoIn need a medium
product to market
marketing their products.
activities, business actors or brands need intermediaries who
can convey their product
In product marketing messages
activities,creatively
business to actors
attractor consumer
brands need interest. One of the most
intermediaries who
popular
can conveyways to market
their product a product
messages is creatively
by advertising. In English,
to attract consumer theinterest.
term advertising
One of the comes
most
from Latin,
popular namely
ways ‘advertere’,
to market which means
a product is by ‘turn towards’.
advertising. InAdvertising
English, theis terma formadvertising
of market
communication which aims at providing information about
comes from Latin, namely ‘advertere’, which means ‘turn towards’. Advertising is a formthe product to the customers
through
of market mass media and persuades
communication which aims customers to buyinformation
at providing the productabout [3].Thetheexpected
productaction
to the
by advertising
customers personnel
through and business
mass media actors after
and persuades seeing the
customers advertisements
to buy aired is ex-
the product [3].The to
buy the action
pected ideas that have been submitted;
by advertising personnel the andform of delivering
business actors after messages
seeingand theideas then
advertise-
develop into is
ments aired a product
to buy theor service.
ideas that Therefore,
have been advertising
submitted; is the
a non-personal and commercial
form of delivering messages
communication about an organization or product that is transmitted
and ideas then develop into a product or service. Therefore, advertising is a non-personal to the public or target
audience through mass media, such as radio, television, direct
and commercial communication about an organization or product that is transmitted mail, magazines, and others,
to
with the aim of persuading or influencing.
the public or target audience through mass media, such as radio, television, direct mail,
An advertisement
magazines, and others,can with bethe
said aimto of
be persuading
successful ifor it influencing.
has affected the brand existence of
the goods or services of a company. The more
An advertisement can be said to be successful if it has attractive theaffected
advertisement
the brand produced,
existence the
of
more consumers will be aware of the existence of the product.
the goods or services of a company. The more attractive the advertisement produced, the This will have an impact
on the consumers
more strength of willthe advertised
be aware of brand, becoming
the existence ofbetter known This
the product. to consumers,
will have becoming
an impact
top of mind, and much more. Through The Line (TTL)
on the strength of the advertised brand, becoming better known to consumers, is an advertising technique that
becoming
includes two activities at once which can take the form of
top of mind, and much more. Through The Line (TTL) is an advertising technique thatdigital marketing using top-line
media
includesas its
two main practice,
activities as well
at once as presenting
which can take the advertising outputmarketing
form of digital using lower-line media
using top-line
or 360-degree marketing, which spreads advertising campaigns using different digital and
media as its main practice, as well as presenting advertising output using lower-line me-
conventional media.
dia or 360-degree marketing, which spreads advertising campaigns using different digital
The focus in this research is TTL advertising techniques used by TBWA\ as an ad-
and conventional media.
vertising agency for Samsung Indonesia’s marketing strategy consultant. The advertising
campaign team for Samsung in TBWA\ is divided into two, namely the Above The Line
Proceedings 2022, 83, 22 3 of 9

team and the e-commerce team. Each team has an account management team that contains
account executives as the spearhead of the company.

2. Literature Review
An advertisement can be said to be successful if it has affected the brand existence of
the goods or services of a company. The more attractive the advertisement produced, the
more consumers will be aware of the existence of the product. This will have an impact on
the strength of the advertised brand, becoming better known to consumers, becoming top
of mind, and much more. Advertising strategy based on media segmentation is divided
into three techniques, namely Above The Line (ATL), Below The Line (BTL), and Through
The Line (TTL).
Above The Line (ATL) advertising is where mass media is used to promote brands and
reach out to the target consumers. These include conventional media as we know them,
television and radio, advertising, print as well as the Internet. This is communication
that is targeted to a wider spread of audience and is not specific to individual consumers.
ATL advertising tries to reach out to the masses as a consumer audience. [4]
The ATL advertising technique is part of general promotional activities to a wide
audience. An ATL advertising technique is an advertising or marketing activity carried
out using top-line media, such as television, print media, and electronic media, as an effort
to form the desired brand image. This advertising technique does not target a specific
audience but is aimed at all audiences or a very broad audience. With this ATL advertising
technique, brands can more easily reach many people so that they can increase brand
awareness and build an image with the message conveyed in the advertisement.
Below The Line (BTL) advertising is more one-to-one, and involves the distribution of
pamphlets, handbills, stickers and promotions, brochures placed at point of sale, and
advertising on roadsides through banners and placards. It could also involve product
demos and samplings at busy places such as malls and marketplaces or residential
complexes. For certain markets, such as rural markets where the reach of mass media
such as print or television is limited, BTL marketing with direct consumer outreach
programmers does make the most sense. [4]
The difference between ATL and BTL advertising is in the nature of the media; where
Above the Line advertising uses broad but limited media and does not target a specific
audience, Below the Line uses media that are directly aimed at a specific audience, and
Through The Line combines the two theories.

3. Methodology
The study used a descriptive study design with a qualitative approach. The location
was at TBWA\, a full-service advertising agency that provides almost all advertising and
marketing needs. TBWA\ was established in 2004 and provides digital and non-digital
marketing and advertising services. Located in Mulia Business Park Garden Building, Jl MT
Haryono Kav 58–60, South Jakarta City, TBWA\ was the premiere integrated advertising
agency in Indonesia in 2019, with a current total of 200 employees. The research respondents
were the structure within the Samsung team in TBWA\. In this study, the structure will
focus on Samsung’s TTL teams.
Data collection techniques were systematic observations, also known as structured
observations, namely observations that contain the factors and special characteristics of
each observed factor. In systematic observations, the content and extent of observations are
more limited, adapted to the purpose of observation, and usually have been formulated at
the beginning of the preparation of the observation design, so that responses and observed
events can be recorded more accurately, and possibly quantified. In this observation,
the observer makes an observation plan, but it is not used as standardly in systematic
observation, meaning that the observer can change the subject of the observation based on
the field situation [5].
 are more limited, adapted to the purpose of observation, and usually have been formu-
lated at the beginning of the preparation of the observation design, so that responses
and observed events can be recorded more accurately, and possibly quantified. In this
observation, the observer makes an observation plan, but it is not used as standardly in
systematic observation, meaning that the observer can change the subject of the observa-
Proceedings 2022, 83, 22 tion based on the field situation [5]. 4 of 9

4. Result and Conclusions

4. ResultIn Q1and2021,
Conclusions
Samsung launched several of the latest technology products ranging
from mobile phones
In Q1 2021, Samsung to household technology.
launched several of the In terms
latest of technology
technology products products,
rangingmobile
from
phones are Samsung’s most famous products. Samsung
mobile phones to household technology. In terms of technology products, mobile divides the mobile phone prod-
phones
uct segment into two based on the price and target market
are Samsung’s most famous products. Samsung divides the mobile phone product segment of the product. The upper-
middle
into target on
two based is classified
the price and as premium,
target marketand of thethelower-middle
product. Thetarget is the middle
upper-middle targetseg-
is
ment. as premium, and the lower-middle target is the middle segment.
classified
Samsunghas
Samsung hasalways
alwaysbeen beencareful
carefulininapproaching
approachingadvertisement
advertisementthrough throughmarketing
marketing
toolstotothe
tools thetarget
targetmarket,
market,especially
especiallyforforproducts
productsthat thathave havemiddle
middletotohigh hightargets.
targets.As Asaa
brand that has premium looks, Samsung is required to be
brand that has premium looks, Samsung is required to be able to present more premiumable to present more premium
marketingcontent
marketing contentfor forits
itsmiddle
middleand andupper
uppertarget
targetaudience.
audience.One Oneofofthemthemisisthetheproject
project
thatSamsung
that Samsungcreated
created inin 2021
2021 forfor their
their famous
famous S series
S series thatthat recently
recently camecameout, out, namely,
namely, the
Samsung
the Samsung Galaxy S21 5G.
Galaxy S21 5G.
The
TheGalaxy
GalaxyS21 S215G5Gseries
seriesisisaaSamsung
Samsungmobile mobilephonephoneproduct
productlaunched
launchedin inQ1Q12021.
2021.
The
TheGalaxy
GalaxyS21 S215G5Gseries
seriesisisincluded
includedininSamsung’s
Samsung’stop toppremium
premiumsegmentsegmentwith withaatarget
target
market
marketofofSES SESA. A.For
Forthethelaunch
launchofofthetheGalaxy
GalaxyS21 S215G 5Gseries,
series,Samsung
Samsungcollaborated
collaboratedwith with
TBWA
TBWA\ \ Indonesia
Indonesiatotomakemakea adigital
digitalvideo
video advertisement.
advertisement.
The
Theconcept
conceptpromoted
promoted bybySamsung
Samsung forfor
thethe
launch
launch project for for
project the the
Galaxy S21 S21
Galaxy 5G series
5G se-
isries
a short
is a action movie,movie,
short action entitledentitled
“The Epic“The Escape”. The big The
Epic Escape”. ideabig
of this
ideaproject
of thisasproject
illustrated
as il-
inlustrated
Figure 2inthat will be communicated to consumers is “Make
Figure 2 that will be communicated to consumers is “Make Your Story Epic”Your Story Epic” which
has the intention
which of inviting
has the intention of people
invitingtopeople
tell theirto daily livesdaily
tell their usinglives
the Galaxy
using theS21Galaxy
series 5G,S21
which has very complete features. Samsung wants to position
series 5G, which has very complete features. Samsung wants to position the Galaxy the Galaxy S21 series 5G asS21 a
gadget with extraordinary features. One of the most highlighted
series 5G as a gadget with extraordinary features. One of the most highlighted features features in this project is
the
in night cameraisorthe
this project night
nightmode,
camerawhich is owned
or night mode,by the
which Galaxy S21 5Gby
is owned series, meaning
the Galaxy S21 this
5G
digital video advertisement scene was mostly shot at night.
series, meaning this digital video advertisement scene was mostly shot at night.

Figure 2. Samsung Indonesia Deck Strategy (TBWA\).

Figure 2. Samsung Indonesia Deck Strategy (TBWA\).

4.1. Market Segmentation

• Geographic, Samsung’s target is people who live in big cities in Indonesia, such as
Jakarta and Surabaya, whose cities are surrounded by various digital media.
• Demographic, men and women living in big cities aged 21–45 years consisting of
businesspeople, career men/women, employees/expertise/professionals. The se-
lected target SES level is A or upper class which includes people who are financially
independent and have a high fixed income with education above high school.
• Psychographic, people who are trendy, active, energetic, value time, have high mobil-
ity, and care about quality. In addition, Samsung’s target is also loyal users who have
a sense of ownership of Samsung.
 • Demographic, men and women living in big cities aged 21–45 years consisting of
businesspeople, career men/women, employees/expertise/professionals. The selected
target SES level is A or upper class which includes people who are financially inde-
pendent and have a high fixed income with education above high school.
Proceedings 2022, 83, 22 • Psychographic, people who are trendy, active, energetic, value time, have high5 of mo-
9
bility, and care about quality. In addition, Samsung’s target is also loyal users who
have a sense of ownership of Samsung.
•• Behavioral,someone
Behavioral, someonewithwithananurban
urbanlifestyle
lifestylewho
whoisisactive
activeininurban
urbanareas
areasand
andworks
works
with a hectic schedule, so they need an effective cell phone to carry out
with a hectic schedule, so they need an effective cell phone to carry out their work their work
and daily activities. Samsung consumer behavior is usually a loyal
and daily activities. Samsung consumer behavior is usually a loyal user who has user who has
characteristicsthat
characteristics thatmatch
matchSamsung
Samsungproducts.
products.These
Theseusers
userstend
tendtotolook
lookfor
forbeauty
beautyinin
thedesign
the designprovided,
provided,appropriate
appropriateand
andeffective
effectivefeatures,
features,and
andtechnological
technologicalupdates
updates
offeredbybySamsung.
offered Samsung.

4.2.
4.2.Persona
Persona
Samsung
Samsungtargetstargetsthe market
the market share
shareof men
of menandandwomen
women aged 21–45
aged years
21–45 whowho
years are active,
are ac-
energetic, and have
tive, energetic, andahave
tightaschedule. If described
tight schedule. in terms
If described in of persona,
terms the target
of persona, the consumer
target con-
ofsumer
the Samsung Galaxy S21
of the Samsung 5G series
Galaxy is someone
S21 5G like Ernest
series is someone Prakasa,
like Ernest aPrakasa,
writer, businessman,
a writer, busi-
YouTuber, producer, and influencer who has a busy
nessman, YouTuber, producer, and influencer who has a busy schedule,schedule, but is still up
buttoisdate andto
still up
active on social media.
date and active on social media.
Ernest
ErnestPrakasa
Prakasa as aasSamsung
a Samsung ambassador
ambassadorstatedstated
in an Instagram post that post
in an Instagram the Samsing
that the
Galaxy
SamsingS series
Galaxy is reliable.
S series As we can see
is reliable. As in
weFigure
can see 3, his daily schedule
in Figure andschedule
3, his daily activitiesand
meanac-
Ernest Prakasa needs a gadget that is functional and has many features
tivities mean Ernest Prakasa needs a gadget that is functional and has many features that that can help him
incan
hishelp
dailyhim
life.inErnest Prakasa’s
his daily personality,
life. Ernest Prakasa’swhich appearswhich
personality, simple but productive,
appears simple butalsopro-
matches the characteristics of the Galaxy S21 5G series.
ductive, also matches the characteristics of the Galaxy S21 5G series.

Figure3.3.Ernest
Figure ErnestPrakasa
PrakasaasasSamsung
SamsungBrand
BrandPersona.
Persona.

4.3.
4.3.Target
TargetMarket
Market
Samsung
Samsungsetssetsits
itstarget
targetmarket
marketasasmen
menand
andwomen
womenagedaged21–45
21–45years
yearswho
whofollow
followthe
the
latest
latest technology trends or are technology savvy. The lifestyle of Samsung’s targetmarket
technology trends or are technology savvy. The lifestyle of Samsung’s target market
tends
tendstotobebedriven
drivenby byhigh
highconsumption
consumptionofofdigital
digitalmedia.
media.Their
Theiraudiences
audiencesalso
alsoengage
engageinin
or watch web series frequently and follow celebrities and their aspirational and effective
lifestyles. Samsung’s target market uses social media in their daily activities and pays
attention to the latest news on social media. The intended target is also concerned with the
features of their mobile phone, especially in terms of the camera.
Samsung targets the Samsung Galaxy S market at people who live in urban areas. This
is because, in the city center, people are well informed through social media and other means
of promotional strategies. Information about the whereabouts of the Samsung Galaxy S will
reach them as expected and the quality of the prestigious smartphone will be recognized in
urban centers. This will also help increase the demand for the product, thereby expanding
its market share. In addition, Samsung targets young professionals, businesspeople, and
the upper and middle class who are willing and able to buy Samsung products. This will
Proceedings 2022, 83, 22 6 of 9

help the company to market the product effectively to potential customers as their interests
tend to be related and they have something in common with each other.
With an advertising concept that is energetic, cheerful, and positive to showcase
Samsung’s innovative and attractive products, Samsing is adopting a concept that really
highlights the technology in this newly launched Galaxy S21 series 5G mobile phone.
Having tried all the commercial details discussed, it shows that Samsung is focused on the
conscious progressive’s target segment.
People who fall into the target segment of conscious progressives are intellectual and
knowledgeable people. These targets like to seek new knowledge and information because
they make all their decisions based on their skills and what they know. Conscious pro-
gressive targets attach great importance to self-improvement, quality of life development,
and striving to make life better with their decisions. Conscious progressive targets are
open-minded and have a practical outlook on everything.
Conscious progressive targets are easily attracted to entertainment ads related to
them. When it comes to shopping, they make purchasing decisions based on emotional
reasons. They want the functionality of the product they choose to match the images and
information provided. People from this target segment attach great importance to the
quality of the products they buy. They regard product quality as a priority. At the same
time, the convenience that the product creates becomes very valuable to them.
Careful and precise positioning can create a good brand image in the minds of cus-
tomers. Each company decides for themselves how they will orient their positioning
strategy. It depends on the type of company, industry, product, and more. In a highly com-
petitive electronics industry, Samsung is one of the most influential and popular companies.
In this industry, there is always a need and demand for something new and innovative.
Any company in the electronics industry needs to constantly come up with new features,
better options, and the development of attractive product designs.
With this in mind, Samsung is positioning itself as a smartphone brand that produces
the highest quality, most innovative, and most customer-focused products to build a strong
brand image. For the Galaxy S21 series 5G project, the positioning set is The Phone that
Changes Everything to Make your Everyday Epic. Samsung offers a consumer experience,
informative product insights, and innovative technology. By positioning the brand based
on the functionality provided in the product, the experience it provides, and what it has to
offer, Samsung is positioning their new product as a convenient device that can be used
both professionally and personally. Samsung is always introducing new technologies that
help them create brand balance. New features, new options, and other novelties help
Samsung to maintain a leading position among other strong competitors in the electronics
industry. With this positioning, Samsung has succeeded in bringing new opportunities,
attracting customer interest and curiosity.

4.4. SWOT
SWOT analysis is an aid to formulating a company strategy based on a logic that
can maximize opportunities and strengths while simultaneously minimizing threats that
become weaknesses. In identifying the problems that arose in the launch of the Samsung
Galaxy S21 series 5G project, a SWOT analysis was taken to create the right strategy to
proceed and make a decision. The following is a SWOT analysis that has been carried out
on Table 1 below:
 4.4. SWOT
SWOT analysis is an aid to formulating a company strategy based on a logic that
can maximize opportunities and strengths while simultaneously minimizing threats that
become weaknesses. In identifying the problems that arose in the launch of the Samsung
Proceedings 2022, 83, 22 Galaxy S21 series 5G project, a SWOT analysis was taken to create the right strategy
7 of 9to
proceed and make a decision. The following is a SWOT analysis that has been carried
out on Table 1 below:
Table 1. Samsung Indonesia SWOT Analysis.
Table 1. Samsung Indonesia SWOT Analysis.
STRENGTHS
STRENGTHS WEAKNESSES
WEAKNESSES OPPORTUNITIES
OPPORTUNITIES THREATS
THREATS
•• Technologyinnovation
Technology innovationandand • • High
High investmentin
investment inadvertising •
• Competitors
Competitors such
such as Ap-
as Apple,
•• There advertising budget
development(Research
development (Research& & Therehave
have been
beenseveral
several budget ple, Xiaomi,
Xiaomi, etc. etc.
product failures • 5G connection
Development)
Development) •
product failures
Relying on sales of
• • 5GPartner
connection
with global software
•• Duplicate
Duplicatecellcell
phone
phone
• Huge Asian market share • COVID-19 pandemic for
•• Huge Asian market share
Android operating system
• Relying on sales
low-entry-level cellof low- •
phones Partner with for
developers global software •
technology COVID-19 pandemic
premium class cell
for
•• Android
8K operating
Quad Camera 108 system
MP entry-level cell phones development and
developers for technology de- premium
phone sales class cell phone
innovation
• 8K Quad Camera 108 MP velopment and innovation sales

4.5.
4.5.Media
MediaPlacement
Placement
The
The choiceofof
choice media
mediain advertising
in advertisingbecomes
becomesimportant for the
important forsuccess of a campaign.
the success of a cam-
Inpaign.
selecting the media project for the launch of the Galaxy S21 5G series, Samsung
In selecting the media project for the launch of the Galaxy S21 5G series, Samsung used
TTL media.
used TTL media.
InInFigure
Figure4.4.Samsung’s
Samsung’smedia
mediastrategy
strategythat
thattook
tookplace
placeduring
duringJanuary
January2021
2021hashasa agoal
goal
that building high engagement or interaction on a product’s social media
that building high engagement or interaction on a product’s social media will encourage will encourage
the
thetarget
targetaudience
audiencetotofind
findout
outmore
moreabout
aboutthe
theadvertised
advertisedproduct
productsosoasastotoincrease
increasebrand
brand
awareness.
awareness. Optimization of social media such as Instagram and YouTube is theright
Optimization of social media such as Instagram and YouTube is the rightstep,
step,
especially
especiallyforforvideo
videoads.
ads.Besides
Besidesthat,
that,not
notonly
onlyusing
usingsocial
socialmedia
mediabrands,
brands,Samsung
Samsungalso also
uses
usespromotional
promotionalmediamediathrough
throughKOL KOLsocial
socialmedia
mediawhose
whoseaudience
audienceisismostly
mostlySamsung’s
Samsung’s
target market. One example of KOL that Samsung uses to collaborate is Folkative, an
target market. One example of KOL that Samsung uses to collaborate is Folkative, an in-
information platform that is very popular among millennials. This is proven by the high
formation platform that is very popular among millennials. This is proven by the high en-
engagement and views that Samsung accrues through this collaboration.
gagement and views that Samsung accrues through this collaboration.

Figure4.4.Samsung
Figure SamsungIndonesia
IndonesiaMedia
MediaPlacement
PlacementDeck
DeckStrategy
Strategy(TBWA
(TBWA\).
\).

Oneofofthe
One thesocial
socialmedia
mediausedusedininSamsung's
Samsung'sdigital
digitalcampaign
campaignisis@folkative
@folkativewhere
where
Samsung’sadvertising
Samsung’s advertisingconcept
concept is is
oneone that
that is energetic,
is energetic, cheerful,
cheerful, andand positive
positive to show-
to showcase
case Samsung’s
Samsung’s innovative
innovative and attractive
and attractive products products as we
as we can see can see in5.Figure
in Figure In the5.launch
In the
launchfor
project project for the Galaxy
the Samsung Samsung S21Galaxy S21no
5G series, 5Gpretesting
series, nowas
pretesting wasand
carried out carried out the
because and
because the launch project for the Galaxy S21 5G series had not been completed,
launch project for the Galaxy S21 5G series had not been completed, there was no exposure there was
ornodata
exposure
on the or data of
results onthethepost-test
results ofand
theevaluation.
post-test and evaluation.
Therefore, the Therefore,
author willthe author
analyze
itwill
andanalyze
explainitthe
and explain
results the interactions
of the results of theand
interactions and
views that views that
Samsung Samsung
accrued duringaccrued
this
project. The references used in this presentation are digital videos on YouTube, banners
and video teasers on Instagram, along with engagements such as comments, likes, views,
as well as the results of reach and impressions from the campaign hashtag for the launch of
the Galaxy S21 5G series, namely #GalaxyS21.
 Proceedings 2022, 83, 22 8 of 9

references used in this presentation are digital videos on YouTube, banners and video teas-
references used in this presentation are digital videos on YouTube, banners and video teas-
ers on Instagram, along with engagements such as comments, likes, views, as well as the
Proceedings 2022, 83, 22 ers on Instagram, along with engagements such as comments, likes, views, as well as 8 ofthe
9
results of reach and impressions from the campaign hashtag for the launch of the Galaxy
results of reach and impressions from the campaign hashtag for the launch of the Galaxy
S21 5G series, namely #GalaxyS21.
S21 5G series, namely #GalaxyS21.

Figure 5. Samsung Indonesia Media Placement at Instagram @folkative (accessed on 7 June 2021).
Figure5.5.Samsung
Figure SamsungIndonesia
IndonesiaMedia
MediaPlacement
PlacementatatInstagram
Instagram@folkative
@folkative(accessed
(accessedonon7 7June
June2021).
2021).
Samsung targets the Samsung Galaxy S market to people who live in urban areas.
SamsungtargetstargetsthetheSamsung
SamsungGalaxy
GalaxySSmarket
markettotopeople
peoplewho
wholive
liveininurban
urbanareas.
areas.
ThisSamsung
is because, in the city center, people are well informed through social media and
This
This is is because,
because, in in
thethe
citycity center,
center, people
people are are
well well informed
informed through
through social social
media media
and and
other
other means of promotional strategies. As we can see in Figure 6 below, Samsung pub-
other
means means of promotional strategies. As we can see in Figure 6 below, Samsung pub-
lishes of promotional
their digital video strategies. As we
results via can seeasinits
YouTube Figure
main6platform.
below, Samsung publishes
With a channel their
that has
lishes video
digital their digital
results video
via results via
YouTube as YouTube
its main as its main
platform. Withplatform.
a channelWith
thatahas
channel
2.35 that has
million
2.35 million subscribers, Samsung has managed to reach an audience of hundreds of thou-
2.35 million subscribers,
subscribers, Samsung has managed to reachofanhundreds
audienceofofthousands,
hundreds of thou-
sands, withSamsung hasmillion
a total of 1.1 managed to reach
views as of an audience
13 March 2021, when the digital with
video was a
first
sands,
total with
of 1.1 a totalviews
million of 1.1 million
as of 13views
Marchas2021,
of 13 when
Marchthe2021, whenvideo
digital the digital video
was first was first
launched.
launched. Besides reaching 1.1 million views, Samsung also accrued 4100 likes and 46 com-
launched.
Besides Besides
reaching 1.1reaching 1.1 million
million views, views,also
Samsung Samsung also
accrued accrued
4100 410046
likes and likes and 46 com-
comments.
ments.
ments.

Figure6.6.Samsung
Samsung EngagementProject
Project on YouTube.
Figure 6. SamsungEngagement
Figure Engagement ProjectononYouTube.
YouTube.
ForInstagram,
For Instagram, Samsungpublished
published its bannerads ads anddigital
digital videosonon the same
same day.
For Instagram,Samsung
Samsung publisheditsitsbanner
banner adsandand digitalvideos
videos onthethe sameday.
day.
Thebanner
The banner accrued
accrued 4059
4059 likes
likes andand
183 183 comments
comments whilewhile the digital
the digital video accrued
video accrued 46,425
46,425 views
The banner accrued 4059 likes and 183 comments while the digital video accrued 46,425
views
and 303and 303 comments.
comments. This interaction
This interaction is quite
is quite high high compared
compared to their
to their other other content.
content.
views and 303 comments. This interaction is quite high compared to their other content.
The hashtag that Samsung used during the launch campaign
The hashtag that Samsung used during the launch campaign for the Galaxy for the Galaxy
S21 S21 5G
5G se-
The hashtag that Samsung used during the launch campaign for the Galaxy S21 5G
series was #GalaxyS21. As we can see in Figure 7 below, the hashtag attained 981,859
ries was #GalaxyS21. As we can see in Figure 7 below, the hashtag attained 981,859 followers fol-
series was #GalaxyS21. As we can see in Figure 7 below, the hashtag attained 981,859 fol-
lowers
reach andreach and 1,981,304
1,981,304 impressions.
impressions.
lowers reach and 1,981,304 impressions.
Proceedings 2022,83,
Proceedings2022, 83,2222 99ofof99

Figure7.7.Samsung
Figure SamsungEngagement
EngagementHashtag
Hashtagon
onAnalisis.io.
Analisis.io.(accessed
(accessedon
on77June
June2021).
2021)

Author Contributions: Conceptualization, N.N.T. and H.W.S.; methodology, N.N.T.; validation,

N.N.T.,Contributions:
Author H.W.S. and G.A.; formal analysis, N.N.T.;
Conceptualization, N.N.T.investigation,
and H.W.S.; N.N.T. and G.A.;
methodology, resources,
N.N.T.; N.N.T.
validation,
and G.A.;
N.N.T., dataand
H.W.S. curation, N.N.T.analysis,
G.A.; formal and G.A.; writing—original
N.N.T.; investigation,draft preparation,
N.N.T. N.N.T. and
and G.A.; resources, G.A.;
N.N.T.
writing—review
and and editing,
G.A.; data curation, H.W.S.;
N.N.T. visualization,
and G.A.; N.N.T.; supervision,
writing—original H.W.S.; project
draft preparation, N.N.T.administra-
and G.A.;
tion, H.W.S.; funding
writing—review acquisition,
and editing, H.W.S.
H.W.S.; All authors
visualization, have read
N.N.T.; and agreed
supervision, to the
H.W.S.; published
project version
administra-
of the
tion, manuscript.
H.W.S.; funding acquisition, H.W.S. All authors have read and agreed to the published version
of the manuscript.
Funding: This research received no external funding.
Funding: This research received no external funding.
Institutional Review Board Statement: The study was conducted in accordance approved by the
Institutional Review
Institutional Re-viewBoard
BoardStatement:
and Ethics Committee
The study wasof Universitas
conductedIndonesia”.
in accordance approved by the
Institutional Re-view Board and Ethics Committee of Universitas Indonesia”.
Informed Consent Statement: Informed consent was obtained from all subjects involved in the study.
Informed Statement: Informed
Consent Statement:
Data Availability consent was obtained from all subjects involved in the study.
Not applicable.
Data I would Not
Availability Statement:
Acknowledgments: like applicable.
to show my gratitude to my co-authors, Hardika Widi Satria, for
sharing their pearlsI of
Acknowledgments: wisdom
would like and knowledge
to show with me
my gratitude during
to my the making
co-authors, of this
Hardika Widiresearch, and
Satria, for
Gheviratheir
sharing Azzahra,
pearlsfor the data and
of wisdom as an internshipwith
knowledge student at TBWA\,
me during and to of
the making Program Pendidikan
this research, and
Vokasi UI
Ghevira for funding
Azzahra, for thethe publication
data of this research.
as an internship student atAny
TBWAerrors andtoimperfections
\, and in this research
Program Pendidikan Vokasi
arefor
UI my own and
funding theshould not tarnish
publication of this the reputations
research. of these
Any errors andesteemed persons
imperfections mentioned.
in this research are my
own and should
Conflicts not tarnish
of Interest: the reputations
The authors of conflict
declare no these esteemed persons mentioned.
of interest.
Conflicts of Interest: The authors declare no conflict of interest.
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