Samsung
Galaxy Note7
The Shift
INSTEAD OF TELLING
SHOWING
The Challenge
Navigate a crisis: Protecting the Samsung brand and mitigating damage from the Galaxy Note7 battery crisis
With increased media scrutiny following one of the highest-profile product failures in history, Samsung needed to turn the tide.
The Insight
Customers were willing to give Samsung the benefit of the doubt. They understand that recalls happen. The real risk here was that being under a microscope could cause customers to question other product issues–or the brand at large.
That meant Samsung needed to apologize for the Note7, in a tone that fit the brand and the crime. And, they needed to reassure customers it was isolated to the Note7 by speaking directly to the root cause of the issue.
The Approach
Because Samsung initially focused on understanding what had gone wrong and only then responded publicly, we helped develop a repeatable and resonant 3-point communication strategy to earn back trust:
1) directly acknowledge the problem
2) communicate the company’s most resonant actions
3) reassure consumers and investors that this was an isolated problem
The Result
MEDIA AND INFLUENCERS TOOK NOTICE, WITH POSITIVE COVERAGE HELPING THE COMPANY PUT THE CRISIS BEHIND THEM.
Throughout 2017, Samsung reinforced the 3-point plan with specific actions designed to apologize appropriately and move forward.
