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 when making purchasing decisions. And over 60% of them will try a product recommended by an influencer.