Samsung Ads’ scale, audiences and ecosystem deliver results for the launch of Unicorn Academy
The explosively-growing and fragmented video streaming landscape is projected to reach 1.6 billion users by 2027.1 For brands who want their content to stand out, that means they need to be smarter and more strategic than ever.
When Spin Master Entertainment was ready to debut its new children’s animated fantasy adventure series, Unicorn Academy, they turned to Samsung Ads to drive tune-in to the series on a top streaming platform.
A strategic campaign designed to boost viewer engagement
In advance of the series premiere of Unicorn Academy, Samsung Ads recommended a multifaceted campaign approach to Spin Master designed to reach qualified audiences to pique viewer curiosity and increase tune-in. Samsung Ads used our proprietary audience segments to reach households of parents with young children, and leveraged curated inventory to create high-impact moments on the Samsung home screen whenever a user turned on their Smart TV.
To expand Spin Master’s reach in a premium environment, Samsung Ads promoted Unicorn Academy through a CTV campaign extension within our award-winning FAST and AVOD streaming service, Samsung TV Plus. Leveraging Samsung TV Plus in Spin Master’s campaign strategy resulted in an additional 3 million unique households reached through the campaign flight.
Spin Master also wanted to ensure that Unicorn Academy content was easily accessible in the frictionless way that viewers increasingly expect from digital content. Samsung Ads’ deep linking capability available in our operating system Tizen allowed viewers to watch a trailer for Unicorn Academy on their Samsung TV Home screen and then click directly through to watch it in-app, creating an easy and seamless path to view the series.
Delivering a successful series launch
Samsung Ads’ strategic approach led Spin Master through a successful Unicorn Academy launch weekend, with the campaign receiving an impressive 20 million total impressions.
Pre-campaign analysis suggested that less than 19% of the brand’s target audience would have been reached by traditional media channels alone, highlighting the importance of using the Samsung Smart TV home screen to reach key decision makers like parents in key decision moments.
The campaign resulted in a 55% reduction of eCPM and earned Unicorn Academy a Top 10 ranking on the streaming platform’s popularity list for 14 days post-campaign.
The importance of choosing the right partner to stand out
“Launching a new animated series in the kids’ space has a number of major challenges, the most significant of which is a very fragmented media landscape,” says Rachael Reid, media director at Spin Master.
“As we looked for opportunities to launch this exciting new series in such a highly cluttered environment, Samsung’s suite of unique ad units provided us with the opportunity to break through, stand out and be seen by our core audience on the most impactful screen in the home.”
1 Statista Market Insights, ” Video Streaming (SVoD) – Worldwide,” Nov. 2023.
