Challenge

Almost 60% of consumer electronics purchases are made
by women and many of these women don’t feel brands
connect with them. When they are targeted, women tend
to be lumped into one homogenous ‘female’ group and
marketed to in a lazy, condescending way. Samsung didn’t
want to behave in this way. They recognized they didn’t
have sufficient insight into the female consumer and
challenged The Gild to understand how Samsung can
better connect with women in order to become their
brand of choice.

Approach

We conducted ethnographic groups with women in
four markets across Europe, supplemented with 4,000
quantitative interviews. We wanted to understand their
needs in consumer electronics, but also what drives
them; what are their hopes, dreams and fears for the
future? By understanding these elements, the aim was
to build a more engaging and emotionally resonant brand.

Results

We created two Target Typology behavioral Books to
guide Samsung’s European network to better connect
with the female consumer. We also developed a Strategic
Communications Toolkit providing guidance around creating
consumer relevant concepts, communication campaigns,
products and CSR partnerships.