This work is relevant because the interpretation of various data sources led to a Big Idea, that was implemented in a hyper-personalized manner, resulting in significant sales outcomes.

The Brazilian economy is unstable, and almost all Brazilians belong to the middle or lower class. Because of this, they eagerly await the Black Friday week and plan purchases for this period to take advantage of the widely promoted discounts. Consequently, every year, the Black Friday week breaks sales records in Brazil... and the week after Black Friday is the slowest.

In 2023, because Samsung had not achieved the Black Friday goals and needed to compensate for the bad results, the brief was to find a simple, cheap and effective way to sell products in the short term.

We discovered that 80% of online shoppers abandon their shopping carts, and many do so intentionally, hoping for further discounts.

Using only one of the most traditional channels (e-mail), but in an innovative way, we leveraged the "abandonment" behavior and offered "ThrowBack Deals": the latest product models at the price of old ones. We hyper segmented and hyper personalized offers to Samsung database. Precisely, 735,000 people were impacted by 735.000 personalized emails.

Analyzing various sources of data, we discovered a common behavior shared between the Samsung database and the Brazilian population: most people, eager to buy something, abandon the product before completing the purchase.

To capitalize on this behavior, we mined the Samsung database and constructed the 'Abandoners' cluster (consisting of people who abandoned their shopping carts in the last 2 years). From this cluster, we created numerous microsegments based on the abandoned products (3k SKUs), e-commerce activities, website interactions, and engagements with digital media advertisements.

We integrated the behavior and data from past Black Friday timelines and created numerous creative assets with calls to actions like:

"I'm the ghost of your 2021 shopping cart.

Hello, [client's name]

2021 called. They want their price back.

Get the S21 throwback deal on the S23.

Buy now"

or

"Am I a year in your cart because I suck?

Hello, [client's name]

Get a robot vacuum cleaner that sucks even more.

Get the 2022 robot deal on the 2023 model.

Buy now"

This way, we transformed digital signs from the past into a brand-new strategy.

With ThrowBack Deals, Samsung turned the slowest sales week into the second-best sales week of the year.

In the following week from Black Friday, we increased 318%.

We sold more than R$ 3,5 million in products, that's USD$ 700,000.

YOY E-Mail open rate: 67%

The average open rate is 2,6%

Return in investment: 5145%

The results were so impressive, and Samsung liked the idea so much, that it became an always on activation for the brand.