ANNUAL REPORT » MARKETING SERVICES » CRISPIN

Problem

Samsung needed to overcome widespread consumer skepticism regarding the “connected home.” Most people viewed home AI with apprehension, fearing that they would have to change their habits to accommodate the technology rather than the other way around. To drive growth for their appliances and the SmartThings app, Samsung had to shift the narrative from technical specifications to human benefits, proving that their AI was intuitive rather than intrusive.

Solution

Crispin redefined the Samsung smart home as a feeling rather than a collection of gadgets: personal, intuitive, and ever-evolving. They launched a creative campaign that humanized AI-integrated products, making them relatable to the everyday consumer. The strategy focused on the philosophy that technology should adapt to the user. By highlighting real-world, “human-first” moments—rather than just technical features—Crispin showed how Samsung AI works behind the scenes to create a more seamless, stress-free household.

Outcome

The shift from technical jargon to emotional storytelling resulted in the most successful appliance campaign in Samsung’s history. By making AI feel approachable, Crispin moved the needle on both brand perception and sales intent: 1.2 billion impressions across the entire customer journey; 75% video completion rate, doubling the industry benchmark; 6% increase in awareness for the SmartThings app; and a 5% increase in purchase intent among consumers.