Samsung was accustomed to breaking sales records during Black Friday week every year.

So, in 2023, when all the communication budget allocated to Black Friday had gone, and the company hadn't achieved its goals, it faced a moment of distress.

The question arose: Would it be possible to compensate for the poor results, in the very short term, without spending a penny?

The answer was 'yes'. Using only Direct Communication in a hyper personalized and creative way, Samsung turned the slowest sales week (the week after Black Friday) into the second-best sales week of the year.

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.

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.

If all the budget allocated for Black Friday had already been invested, our only option was to focus on Direct Communication efforts. That's why we delved into various sources of 1st-party data. Through that, we discovered a common behavior shared between the Samsung database and the Brazilian population: many people abandon their purchase before completing it, hoping for further discounts.

With this discovery in hand, the desired outcome was to implement a hyper-segmented campaign, offering hyper-personalized offers to the "abandoners" and, as a consequence, compensating for the poor Black Friday week results.

To capitalize the "abandonment" behavior, we mined the SSG database and constructed the 'Abandoners' cluster (consisting of people who left their shopping carts in the last 2 years without completing the purchase).

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.

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.

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.