We were tasked with differentiating Samsung, a historically functional brand, from the likes of Apple, that has spent decades amassing brand love and cult-like status. Our audience was millennials.
Technology has transformed the millennial generation into a generation of makers - using nothing more than their creativity and their smartphones. How do they decide which smartphone? Our research showed millennials overwhelmingly rely on referrals when making purchasing decisions. And over 60% of them will try a product recommended by an influencer.