Samsung: Charity Has Never Been This easy

Hello, OptiMIST People!

Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive more into how Samsung uses ads to make charity accessible for everyone.

Ever heard of the UN’s 17 Sustainable Development Goals? These are goals designed to tackle inequality, eliminate hunger, and sustain the environment by 2030. Following this, Samsung, one of the most recognizable names in technology, has taken this chance to contribute to the SDGs. In 2019, they launched the Samsung Global Goals App. Designed to give users power to donate to UN backed charity organizations, the app is now pre-installed on over 200 million smartphones worldwide.

This is an amazing outbreak from Samsung, considering how essential it is right now for companies to impart in SDGs realization. The app enables users to donate $0.05 for every ad they watch. They can even watch when their mobile devices are locked or charging. Greater number of interactions with videos means more money generated for the donation through Samsung. 

According to Benjamin Braun, Samsung Europe CMO, an outstanding $4 Million had been raised for the UN since the launch and the numbers are only getting bigger day-by-day. Samsung also partnered up with a subsidiary of ad tech giant InMobi Group in some Asian regions to display ads from big name companies such as McDonald and Nike for this lock screen feature. However, Samsung has made sure to put users’ privacy at the forefront of its operation by only allowing ads to appear if users allow them to.

With only 8 years left for the UN to achieve the targets set in the Global Goals, Samsung brought a group of young innovators from the UN’s Generation 17 group to this year’s Cannes Lions to help other advertisers understand how to build a more sustainable future. Although Samsung does have its complicated track record with sustainability,  Samsung is committed to redeem itself by solely focusing on making Samsung’s lock screen as a tool that will enable the UN to make greater progress rather than seeing it as a potential commercial opportunity. 

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

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