After almost 13 months, 250,000 frequent flyer miles and thousands of transcontinental phone calls, emails and instant-messages, the Samsung.com sites for Chile, Peru and Argentina launched on June 23rd. This marked the successful finish of the Samsung.com global rollout project.The team, comprising of professionals from the United States, Canada, Mexico, Brazil, China, and of course Korea, fought language barriers, IT and content setbacks and toughest of all, time zones, to cross the finish line.
Cheil Brazil, established in 2002 in Sao Paulo, has played a in the Latin American market. The Cheil and
Samsung Brazil team deserves a warm obrigado.
The Samsung.com redesign is a high level initiative to provide a best-in-class website to all Samsung subsidiaries across the globe, from sales powerhouses United States and China to their smaller brethren, Lithuania and Peru. Utilizing a platform created by Samsung OSG (Online Strategy Group) assisted by the triumvirate partnership group of Boston Consulting Group, IBM, and Digitas (providing strategy, process and creative, respectively), the 55 Samsung.com sites around the world share the same clean aesthetic, high-style photography, and deep product content.
One of the major advantages of the new platform comes from our study of economics, that of ‘economy of scale.’ Previously, each subsidiary created online marketing materials only equal to their proportionate budget. As can be imagined, the online marketing budget for Peru (pop. 28M) is slightly less than that of the United States (pop. 305M) based on their size and the percentage of population online. However, with the new Samsung.com platform and structure, Peru, despite their limited resources is able to ‘piggyback’ on the marketing muscle of the United States, providing their consumers with product microsites and other online marketing materials they would otherwise be unable to afford.
No animals were injured during the construction of this site.
Although you can’t tell, the site was built in the shadow of the lovely San Cristobal.
Another advantage to the ‘globalization’ of Samsung.com is the newfound ability to share online marketing advances between markets. An example is the current US web 2.0 initiative of providing consumer-generated reviews on product pages. Previously, this initiative would be constrained to the U.S. due to a lack of communication across Samsung.com entities, with the advent of Samsung’s global online strategy group and the corresponding Cheil online marketing council, this type of initiative can quickly and easily be vetted by the initiating country and, if successful, rolled out globally. This allows Samsung to group-source innovation and quickly spread it throughout the network.
One of the major advantages of the new platform comes from our study of economics, that of ‘economy of scale.’ Previously, each subsidiary created online marketing materials only equal to their proportionate budget. As can be imagined, the online marketing budget for Peru (pop. 28M) is slightly less than that of the United States (pop. 305M) based on their size and the percentage of population online. However, with the new Samsung.com platform and structure, Peru, despite their limited resources is able to ‘piggyback’ on the marketing muscle of the United States, providing their consumers with product microsites and other online marketing materials they would otherwise be unable to afford.
No animals were injured during the construction of this site.
Although you can’t tell, the site was built in the shadow of the lovely San Cristobal.
Cheil has played an integral part in this year-long rollout. The North America/Latin America regional headquarters, located in the Ridgefield Park, NJ offices of Cheil have been responsible for nine North American and Latin American countries, spanning from Canada to Argentina. With a staff of six account managers and one copywriter, the NALA group was responsible for organizing all the content development for the site and orchestrating the third party vendors during the site build. With terrific support from the OMC headquarters team in Seoul (often working 20 hour days), the NALA group was able to launch all sites on time. Now as we move into the operations phase, the team is focused on developing the improvements that will make the Samsung.com global network a true best-in-class web presence.
With the help from our partner Elyptics,Samsung.com Argentina launched on schedule.
David Glitzer
Director, Online Marketing Center
Cheil USA
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