Challenge 

During the pandemic, people’s daily routines changed drastically. Homes became offices, classrooms, studios, entertainment spaces, and creative corners at the same time. Consumers needed devices that could support many different needs, from working and studying to watching content, creating ideas, and staying connected with others.

For Samsung, this shift created an opportunity to strengthen the role of tablets in people’s everyday lives. However, the challenge was not only to promote the Galaxy Tab S6 Lite as a device with strong features. Samsung also needed to show why a tablet was relevant in the “new normal” situation.

At the time, many consumers were still more familiar with using smartphones or laptops for their daily digital activities. Tablets were often seen as secondary devices, not always considered essential. This created a communication challenge: Samsung needed to make the Galaxy Tab S6 Lite feel useful, desirable, and relevant to the new lifestyle people were experiencing at home.

The campaign also needed to create stronger engagement during a time when digital attention was highly competitive. People were spending more time online, but they were also exposed to a lot of content from many brands. Samsung needed a campaign that could stand out, invite participation, and encourage people to imagine how the Galaxy Tab S6 Lite could fit into their daily routine.

The main challenge was clear: how could Samsung increase tablet interest and sales while creating an effective digital campaign during the pandemic situation?

 

Strategy

Redcomm developed a campaign approach that positioned the Samsung Galaxy Tab S6 Lite as a device for the new normal lifestyle. Instead of only focusing on product specifications, the strategy was to show how the tablet could support everyday activities at home in a more practical and inspiring way.

The idea was to make the product feel connected to real consumer behavior during the pandemic. People were cooking at home, learning new skills, working remotely, creating content, watching videos, reading, and looking for inspiration. The Galaxy Tab S6 Lite could become a companion for all of these moments.

To make the campaign more relatable, the communication focused on “normally” doing everyday activities with the help of the tablet. This helped shift the perception of the product from a tech device into a lifestyle tool. The tablet was not only shown as a gadget, but as something that could make the new normal feel easier, more productive, and more enjoyable.

The strategy also used digital participation to drive engagement. Instead of creating one-way communication, Samsung invited audiences to join the conversation and share their own version of the new normal. This helped the campaign become more interactive and encouraged people to engage with the brand through social media.

By combining product relevance, lifestyle storytelling, and digital participation, the campaign aimed to make the Galaxy Tab S6 Lite more visible, more relatable, and more desirable during the pandemic.

 

Execution

The campaign was executed through a series of digital content and social media activities that highlighted how the Samsung Galaxy Tab S6 Lite could support daily life in the new normal era.

Visual assets showed the tablet being used in familiar home situations, such as cooking, relaxing, searching for inspiration, studying, working, and creating content. These scenarios helped audiences see the product as part of their own daily routine, not just as a device with technical features.

Samsung also used social media to invite people to share their own new normal experience. Through digital activity and audience participation, people were encouraged to talk about how their habits changed during the pandemic and how technology helped them adapt.

The campaign used the hashtag #GalaxyTabS6Lite to create a clear conversation platform. This made it easier for the audience to follow, join, and spread the campaign message across social channels.

Influencers and social media content also helped amplify the campaign. By showing real and relatable ways to use the Galaxy Tab S6 Lite, the campaign made the product feel more approachable for different types of users. Whether the audience needed the tablet for productivity, entertainment, learning, or creativity, the communication showed that the device could support many needs in one place.

The execution also connected product storytelling with user-generated conversation. This helped the campaign build wider organic reach and stronger social engagement. People were not only seeing Samsung’s message, but also joining the conversation through their own posts, comments, and submissions.

By using lifestyle-driven content, participatory digital mechanics, and social media amplification, the campaign helped Samsung turn the Galaxy Tab S6 Lite into a relevant device for the pandemic lifestyle.



RESULT

 

The campaign successfully helped Samsung create strong digital engagement and build wider awareness for the Galaxy Tab S6 Lite during the pandemic situation. By connecting the product with real new normal behaviors, the campaign was able to generate strong audience participation and social conversation.

The campaign achieved a 33% increase in engagement rate on Instagram, showing that the content was able to attract stronger interaction from the audience. This result indicated that people found the campaign relevant and engaging within the social media environment.

Samsung also recorded a 450% brand achievement rate, showing strong campaign performance against the brand’s target. This reflected the effectiveness of the campaign in building awareness, engagement, and product relevance.

The digital activity received 2.5 times more total submissions, proving that the campaign successfully encouraged people to participate and share their own new normal stories. This showed that the campaign was not only seen, but also actively joined by the audience.

In total, the campaign generated 3,682,716 engagements and 20,420,452 total awareness. These numbers showed that the campaign was able to reach a large audience while also creating meaningful interaction across digital platforms.

On Twitter, the campaign generated 5.1K mentions, showing that the message was able to create social conversation and visibility beyond Samsung’s owned channels. The hashtag #SamsungGalaxyTabS6Lite also achieved 8 trending topics on Twitter in the first week, which showed strong momentum and public attention during the campaign period.

Overall, this campaign demonstrated how a technology brand can make a product more relevant by connecting it with real lifestyle changes. Samsung did not only promote the Galaxy Tab S6 Lite as a tablet. It showed how the device could support productivity, creativity, entertainment, and inspiration during a time when people needed more flexible digital tools at home.

Through a combination of relatable storytelling, digital participation, social media conversation, and clear product relevance, Samsung successfully created an effective campaign for the pandemic situation while strengthening interest in the Galaxy Tab S6 Lite.