DRIVING SECTOR DEMAND
Gilroy was chosen by Samsung to help them achieve ambitious plans for growth in the UK B2B market. Samsung needed to launch two tablets (TabS and Tab Active) to five market sectors – with a requirement to secure a pipeline of qualified leads to a minimum value of £10m from large enterprises and mid-sized organisations.
Gilroy researched each target segment and developed profiles for key decision makers and their buying behaviour allowing precise targeting to take place. We then developed personalised propositions per sector to convey the benefits and opportunities of the new tablets. The creative messaging was deployed via a multi-channel online and offline media mix, supported by telemarketing follow-up for all automated leads.
A qualified pipeline of £24m was created within the first three months of the campaign, with a further £20m of additional opportunity identified during the campaign lifecycle. Over 150 new prospects were identified throughout the campaign via 4.5k below-the-line engagements – ultimately resulting in a ROI of 1,190%.