digital engagement and SALES

How a Livestream challenge became a massive engagement driver across Central Europe, boosting Samsung sales and paving the way for regional strategy.

THE CHALLENGE

With the success of livestream product demonstrations in East Asian markets, Samsung wanted to bring the concept to Central Europe.

However, they faced a significant challenge: adapting the strategy to Czech and Slovak audiences, where cultural nuances and viewer engagement habits differ greatly from their established markets.  

While Samsung was only in the ideation phase, they knew their livestreams should achieve:

  • Continued growth of live viewer attention; with solutions for how to counteract technical marketing challenges on differing social platforms 

  • End-to-end engagement elements that would amplify shares, comments, and overall interaction during the streams

  • Tangible sales uplifts, with monitoring in place for real-time sales spikes on high-value products and promotions around the Galaxy Watch and Phone series

THE SOLUTION

Milkshake took Samsung’s brief and transformed it into a comprehensive concept, enhancing its impact through strategic branding. We named it the #SamsungFutureStore, and crafted a broadcasting plan for Facebook, Youtube, Instagram Live. 

The format we created put Samsung product USPs at the center, with immense amplification from can’t-miss incentives like:

  • Activities, interviews, and live Q&As with Samsung experts

  • Audience interaction with influencers (including Miss Slovakia Karolína Chomisteková, famous musician Emma Drobna, and popular Czech YouTuber Jakub Destro)

  • Entertaining competitions to win high-value Samsung and partner products

Across it all, we motivated intense sales spikes via ‘ticking-clock’ discounts that could be bundled for maximum cost-savings.

When it came to month-over-month execution, Samsung also wanted a partner who could take full ownership. Our solution was to manage the full process. So, for 24 months, we developed a standardized process and delivered: 

  • Combined strategies: localized content, influencer partnerships, and sales promotions

  • Thematic calendars aligned to global and regional initiatives

  • Tailored scripts with interactive elements (10+ per 20-minute livestream)

  • 1-2 gamified “mini challenges” per stream to boost social shares and drive sales

  • Visual and digital design for marketing across Samsung's platforms and media

  • Full-scale production: location scouting, design, and technical expertise (including live concert setups)

  • Community management during livestreams to engage, answer questions, and manage challenges

  • Real-time sales dashboard analysis during events

  • Monthly tracking and reporting of views, comments, shares, interactions, and product sales

crave-worthy
results

In a digital market of 13.4 million users across the Czech and Slovak regions, the SamsungFutureStore achieved an impressive average reach of 1.2 million—representing 9% of the entire digital population.

Over the course of the campaign, the FutureStore attracted more than 230K live viewers and directly generated over 550 high-value product sales. Analysis showed that, on average, every minute the SamsungFutureStore was live resulted in a high-value item sale.

Milkshake also provided Samsung with insights into the region that informed their broader marketing strategy. With new insights and Milkshake’s detailed plans, they used the success of the FutureStore as a model, transitioning this approach from an experiment to a full market expansion in 2023.

230k
total

live views

10.4m
total

campaign reach

22k
 Average

PEAK views

550+
 SALES

HIGH-VALUE PRODUCTS

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