The context:

Samsung's new Galaxy S10 smartphone line will be available in 2019, with a premium variant available. With this introduction, the Korean brand has teamed up with Adot and Starcom to better understand its consumers' new consumption habits.

To fulfill these goals, we assessed the first media plan's influence on the changeover. To do so, we looked at the profiles of people who upgraded their phones and identified their groupings.

Adot, in collaboration with Starcom, identified the switchers' characteristics and defined the segments that matched them. The profiles were identified by gathering exposed IDs and comparing them with Adot's DMP. Thus, marketing segments were defined. \

The results:

The following results were obtained for this campaign conducted with the Starcom agency:

- 95 million IDs collected

- 20 497 Switchers identified thanks to Adot's graph device

- 4 marketing segments identified