Shoppers today can go from scrolling their feed to adding to cart in a matter of taps. As a result, social commerce has seen rapid-fire growth in Southeast Asia, making up 44% of a $109 billion e-commerce market.

Despite this boom, e-commerce is largely transactional. Businesses compete in a crowded online space through price wars and lose their brand’s essence in the process.

Tasked with bringing Samsung’s design-centric Bespoke appliances and Lifestyle TVs into the world of social commerce, we aimed to make a clear shift from ‘traditional’ online retail, to not only drive conversions but positively impact brand love.

Inspiration Commerce is a new social commerce format that takes the magic of old-school shopping online. Being awe-struck by show-stopping displays, exploring enchanting showrooms, and connecting with charismatic sales associates — these were the elements of magic we took from physical shopping to bring Inspiration Commerce to life.

To captivate our audience, we tapped into the social trend of miniature art to create an immersive shoppable world on Instagram. Working with miniaturists from around the globe, we created a miniature building. Each level was crafted around the biggest interior trends and featured tiny Samsung products, to deliver big design inspiration through charming mini homes.

Our key audience was design-minded homeowners in Southeast Asia, who see their living spaces as a way of expressing themselves and their design vision. For them, social media (particularly Instagram) is already a platform for interior design inspiration. But the dull and transactional world of e-commerce is a barrier in their dream home journey, making it difficult for homeowners to go from a place full of inspiration and love for home design, to purchase.

Our approach: Think like a visual merchandiser to create a social commerce format that takes our audience on a delightful and inspirational journey from start to end.

Using our miniature building, we created a variety of shoppable social content for Instagram, from miniature room tours and bite-sized design guides to GIFs designed for product and feature discovery. This range of content was delivered at different strategic points in the consumer journey, drawing consumers deeper into Inspiration Commerce’s shoppable world.

Inspiration Commerce was implemented in three phases from 22 Aug to 10 Oct 2022:

1. The Shop Window: Where interior design inspiration and a charming look into the craft of miniature-making drew consumers in.

2. The Showroom: Where the form and function of Samsung products are highlighted through Instagram Shop and Guides, telling you everything you need to know to buy without having to leave the social platform.

3. The Charming Salesperson: Where consumers were nudged towards purchase through targeted communications personalized to their interests and behavior.

Inspiration Commerce drove results, through the Shop Windows, to the Showroom and Charming Salesperson.

- 88 million reach

- 285% increase in quality marketing visits to Samsung.com (above planned media targets)

- 64.6% increase in quality marketing visits to Samsung.com (above monthly average benchmarks)

- 14x more add-to-carts on Samsung.com (above planned targets)

- 189% increase in brand favorability (above APAC brand benchmarks)