CASE STUDY / SMARTTHINGS
SmartThings (Samsung)
Digital Marketing & Social Media | Digital PR | Integrated Marketing | Strategic Planning
5W was hired to orchestrate SmartThings' transition from a hardware-and-app ecosystem to a pure app platform - a move that put longtime users in the position of losing saved data and rebuilding their routines. Samsung was simultaneously investing heavily in the app and adding new functionality. Customer service gaps amplified user frustration across social media.
Phase one analysis revealed that SmartThings lacked a unified content and messaging strategy across channels. 5W built a social media playbook to align product and brand marketing, then deployed intensive communication and community management to compensate for service gaps while the organization caught up. Once stabilized, phase two delivered a SmartThings digital brand creative overhaul, shifting from a Samsung "corporate feel" to engaging social content that surfaced the fun and entertainment value of the app in use. The work highlighted partner content available on the platform - Hey Google, BOSE, SONOS, arlo, and others - and humanized the brand by featuring relevant individuals at SmartThings.
STRATEGY
RESULTS
- 68% increase in positive social media sentiment
- 100% digital brand creative overhaul
FAQ
How do you manage a brand sentiment crisis on social media?
Managing a brand sentiment crisis requires three steps: rapid response and community management to slow the bleeding, a unified content and messaging playbook to align all channels, and a creative overhaul that gives audiences a fresh reason to engage. The SmartThings program drove a 68% increase in positive sentiment.
What is a social media playbook?
A social media playbook is a documented framework that defines voice, response protocols, content cadence, channel strategy, and crisis triggers. It ensures consistency across product, brand, and customer service teams.
How long does it take to rebuild brand sentiment?
Sentiment recovery typically takes three to six months when paired with consistent community management and a creative refresh. The SmartThings team delivered measurable sentiment improvement during a complex platform transition.
How does 5W support consumer technology brands?
5W combines digital PR, social media management, community management, and creative production to support consumer technology brands through launches, transitions, and crisis moments.
What's the role of community management in tech brand transitions?
During tech brand transitions, community management absorbs and addresses user frustration in real time while the product organization catches up - preventing isolated complaints from becoming brand-wide narratives.
