Harte Hanks Samsung partnership wins Mobile Marketing Innovation Award againMarch 24, 2016 | Austin, Texas
Harte Hanks creates the surprising social media campaign
Harte Hanks (NYSE: HHS), a leader in customer relationships, experiences and interaction-led marketing, helped Samsung grab attention and build engagement when the company launched its Galaxy Note 4.
Now, the campaign has been awarded Direct Marketing News' 2016 Marketing & Tech Innovation Award in the Mobile Marketing category.
The campaign directed at an under-30 audience focused on using social media to turn someone's bad day into a good day. The campaign dubbed #NoteMyDay, helped turnaround bad days for those young people who tagged social media with #NotMyDay.
"Research tells us, millennials use social channels to share everything, even the bad things," says Alan Kittle, creative director at Harte Hanks. "But we'd never seen a brand take direct action and find ways to make the bad days better, even though turnaround stories are popular. Using smartphone features to create happy endings felt so unusually emotional."
To boost Samsung's profile with this group, Harte Hanks teamed with Vine personality Rudy Mancuso and Snapchat artist Shaun "Shonduras" McBride. The two ended up turning around bad days for 18 people in 10 countries over a three-day period.
The campaign generated 1.3 million interactions with the two social media stars; 15.2 million YouTube video views; 226,000 tweets of #NoteMyDay, which trended on Twitter in six key global markets. Most important, the campaign helped Samsung sell 13.5 million phones in the fourth quarter of 2014.
To see the campaign case study with a two minute video go to:
To see the Direct Marketing News article on the award go to:
The Direct Marketing Association, the world's largest trade association dedicated to advancing and protecting responsible data-driven marketing, hosts the Marketing & Tech Innovation Awards.
ABOUT HARTE HANKS
Harte Hanks partners with clients to deliver relevant, connected and quality customer interactions. Our approach starts with discovery and learning, which leads to customer journey mapping, creative and content development, analytics and data management, and ends with execution and support in a variety of digital and traditional channels. We do something powerful: we produce engaging and memorable customer interactions to drive business results for our clients, which is why Harte Hanks is famous for developing better customer relationships, experiences and defining interaction-led marketing. For more information, visit the Harte Hanks website at www.hartehanks.com, call 844-233-9281, email firstname.lastname@example.org or follow us on Twitter @hartehanks or Facebook at https://www.facebook.com/HarteHanks.
As used herein, "Harte Hanks" refers to Harte Hanks, Inc. and/or its applicable operating subsidiaries, as the context may require. Harte Hanks' logo and name are trademarks owned by Harte Hanks. All other brand names, product names, or trademarks belong to their respective owners.