How Samsung Became Europe’s No.1 Mobile Brand for Business
Launched Samsung business across 17 countries, building a lead funnel from zero and delivered leadership strategy to drive market share.
Want to scale your SaaS business?
Making Samsung Make Business Sense.
Despite being a leading tech giant in consumer electronics, Samsung had untapped potential in the business world. With a wide range of powerful products across mobile, computers, tv, VR and security, Samsung wanted to be Europe’s No.1.
The opportunity? Build Samsung’s business brand across Europe from the ground up – in a way that felt relevant, real, and resonant to enterprise decision-makers.
Creating Awareness with ‘The Open Economy’ Campaign
To launch Samsung B2B across Europe, we needed a bold idea. One that spoke not just to IT buyers, but to business leaders navigating change.
We created The Open Economy – a campaign platform built around the belief that open ecosystems, open tech and open minds would define the future of work.
- Developed a trends report with FutureLabs on the future of the workplace trends in collaboration with key opinion formers from the world of business
- Delivered an integrated marcom, digital and PR campaign across 17 markets
- Delivered 10 roundtable events, including one at IFA and MWC
- Produced brand films, longform reports, and digital content aligned to C-suite concerns
- Localised messaging and creative for country-level relevance
- Activated across LinkedIn, programmatic, publisher partnerships and email
- Measured brand lift and mid-funnel intent through content engagement metrics
From Brand to Pipeline.
Once the foundation was built, we shifted to a highly targeted account-based marketing strategy, focused on the verticals where Samsung’s mobile tech could have the biggest impact.
Key Verticals Targeted:
Public Sector: police, emergency services, healthcare, government
Finance: banks, insurance, fintech
Field-based industries: logistics, construction, utilities
What We Did:
Built detailed persona profiles across buying groups
Developed rich, sector-specific content: videos, case studies, interactive demos
Executed ABM campaigns using first-party data, CRM insights, and retargeting
Showcased security (Samsung Knox) and VR capabilities via live demo assets and testimonials
Created nurture journeys aligned to vertical buying cycles
Not Just Marketing. It was Sales Enablement at Scale.
- Samsung became the No.1 mobile brand for business in Europe
- ‘The Open Economy’ became the foundation of the B2B marketing engine across 17+ countries
- Over 150+ enterprise accounts engaged through ABM
- Samsung Knox became the recognised security brand in enterprise RFPs
- VR and device demos generated 10x higher engagement than standard product pages
- Open Economy delivered 115m audience reach and 95k audience views of live debates
- The highest ever social media performance for Samsung
