Case Study · Samsung SmartThings
Samsung SmartThings
CASE STUDY / SAMSUNG SMARTTHINGS
The Engagement
What 5W did for Samsung SmartThings.
Creating an Always-On Presence for Samsung SmartThings
Samsung SmartThings partnered with 5WPR to increase awareness, engagement, and adoption of its smart home platform through a fully integrated communications program. The goal was to strengthen SmartThings' position as a category leader by combining earned media, paid media, social media, and content creation to reach consumers throughout the customer journey—from awareness and education to engagement and product adoption.
OBJECTIVE
5WPR developed and executed an integrated marketing and communications program spanning earned, paid, owned, and social channels. The team supported major product launches, ecosystem expansions, partner integrations, and seasonal campaigns through coordinated storytelling designed to maximize visibility and audience engagement.
The earned media program focused on securing high-impact coverage for product announcements, feature updates, partnerships, and thought leadership initiatives. Paid media campaigns amplified priority announcements and key business moments, extending reach among target audiences and driving engagement with SmartThings content. Simultaneously, 5WPR managed organic social media channels, creating platform-specific content that educated consumers on smart home technology while building community and brand affinity.
To support these efforts, the team produced a continuous stream of content, including blogs, social assets, campaign messaging, educational resources, and partner-focused storytelling, ensuring consistency across channels and reinforcing SmartThings' position as an innovative, accessible smart home platform.
STRATEGY
RESULTS
- More than 8 billion earned media impressions
- 4 million paid media impressions in six months
- 2.1 million social media impressions
- Nearly 40,000 social engagements
- 17.28% Instagram audience growth and 10% LinkedIn audience growth
Together, these results reinforced SmartThings' position as a leader in the connected home category.
FAQ
What is an always-on integrated communications program?
An always-on program keeps a brand present across earned, paid, owned, and social channels year-round rather than only around launches. For Samsung SmartThings, that meant coordinated storytelling behind product launches, ecosystem expansions, partner integrations, and seasonal campaigns.
How do earned and paid media work together?
Earned media builds credibility through third-party coverage, while paid media amplifies the announcements that matter most. Pairing them extended SmartThings' reach to more than 8 billion earned impressions alongside 4 million paid impressions in six months.
How do you grow social engagement for a smart home brand?
Platform-specific content that educates consumers on smart home technology, paired with active community management, builds affinity over time. SmartThings generated nearly 40,000 social engagements and grew its Instagram audience by 17.28%.
How does 5WPR support consumer technology brands?
5WPR combines digital PR, paid media, social media management, community management, and content production to support consumer technology brands through launches, ecosystem expansions, and category leadership campaigns.
What role does content creation play in an integrated program?
A continuous stream of blogs, social assets, campaign messaging, educational resources, and partner storytelling keeps messaging consistent across every channel and reinforces the brand's positioning.