Samsung, the South Korean tech giant, is not only known for making smartphones and semiconductors, but it’s also a global marketing powerhouse.
In 2023 alone, Samsung spent $9.27 billion on marketing and advertising, down from $10.27 billion the previous year. What sets Samsung apart is not just the scale of its spending, but the precision of its segmentation, localization, and branding tactics.
Samsung’s marketing strategy has helped it dominate in critical markets:
- In Q1 2025, Samsung led the global smartphone market with a 20% share, just ahead of Apple’s 19%
- In 2024, Samsung was the top smartphone brand in Latin America, capturing 31% of the market.
- In 2024, Samsung dominated the foldable smartphone segment with a market share of nearly 50.5%.
Below, I explore the strategic blueprint behind Samsung’s marketing success. These strategies provide valuable insights into how one of the world’s most valuable brands continues to lead in an increasingly competitive global market.
Did you know?Samsung holds nearly 20% of the global smartphone market, putting it in close competition with Apple. In the semiconductor industry, Samsung Electronics’ market share is around 10.5%.
Table of Contents
1. Aggressive Advertising
High-budget, high-frequency advertising campaignsSamsung’s advertising strategy is built on the belief that top-of-mind awareness requires saturation-level visibility. Instead of relying on segmented exposure or niche campaigns, Samsung invests approximately $10 billion annually into broad-spectrum, global advertising efforts to ensure its products are always seen, heard, and remembered.
For instance, in 2023, the company allocated $3.99 billion to advertising and an additional $5.28 billion to sales promotions, totaling $9.27 billion. This figure represents 4.6% of its global revenue, positioning Samsung as the seventh-largest advertiser worldwide.
Their advertising is rarely focused solely on features; Instead, it focuses on empowerment, inspiration, and storytelling that appeals to emotions and identity. Whether it’s the cinematic “Epic Night” campaign or the tear-jerking “Do What You Can’t” campaign, Samsung ensures the emotional tone resonates with global audiences. [1]
2. Celebrity-Driven Promotions
Star power amplificationCelebrity-driven marketing is one of Samsung’s most strategically choreographed tools for mass engagement and social relevance. The company leverages the popularity, influence, and lifestyles of top celebrities, athletes, and pop icons to create emotional connections with a diverse audience.
For example, Samsung partnered with football legend Lionel Messi to promote the Galaxy Note in Europe and Latin America, highlighting the phone’s multitasking and productivity features by drawing parallels to Messi’s creative and dynamic style of play on the field.
In 2020, Samsung collaborated with BTS (the world’s biggest K-pop group) to co-create exclusive editions of its products. The BTS-themed Galaxy S20+ and Buds+ came in purple, featuring BTS logos and photo cards, catering directly to their massive fan base (ARMY). [2]
3. Flagship Product Launch Events
A Strategic showcase of innovation & market leadershipSamsung has redefined product launches by evolving them from traditional press briefings into multisensory spectacles that blend live presentations and cinematic storytelling. Each flagship unveiling is treated as a global marketing moment.
Held typically twice a year, these events are deliberately designed to dominate media cycles, create social buzz, and generate massive pre-launch anticipation across both tech-savvy and mainstream audiences.
- January Events: Focus on the Galaxy S series, setting the tone for the year’s smartphone innovations.
- July/August Events: Dedicated to the Galaxy Z series, highlighting advancements in foldable technology.
Samsung’s Galaxy Unpacked 2024 event (which featured the Galaxy Ring, the Galaxy Z Fold 6, and new Galaxy AI capabilities) reached over 100 countries simultaneously, with an estimated 100 million global impressions across all channels. [3]
4. Innovation-Driven Branding
Relentless investment R&DSamsung builds its entire brand identity around being a first mover, a boundary-pusher, and a technology trailblazer. Unlike competitors that often emphasize lifestyle or ecosystem integration, Samsung leans into the narrative of progress, portraying itself as a company that challenges norms, reinvents form factors, and pioneers what’s next.
From its semiconductor R&D labs to its foldable displays, AI processors, and Galaxy AI tools, Samsung’s brand perception is closely tied to the idea that it’s not waiting for the future — it’s building it.
Samsung Electronics invests over $29 billion annually in research and development, ranking it among the top five R&D spenders globally. The company also holds more than 352,000 patents worldwide, with 77% of them still active. [4][5]
This strong focus on innovation has helped Samsung secure a spot among the world’s top five brands, with a brand value exceeding $100 billion in 2025.
5. Product Diversification
Deepening consumer engagement across categoriesUnlike most competitors who focus on a narrow product portfolio, Samsung thrives on a diversified product ecosystem. The company markets itself as a lifestyle infrastructure provider — one that can power your pocket, wrist, home, office, and entertainment center.
Product diversification for Samsung isn’t just about launching many things; it’s about positioning these products under one connected experience, marketed through “Galaxy,” “Neo QLED,” “SmartThings,” and other signature identities.
For instance, the Galaxy brand has been extended to phones (S, A, Z series), tablets, smartwatches (Galaxy Watch), earbuds (Galaxy Buds), and styluses (S Pen). All of these are now marketed as a seamless ecosystem under “Galaxy Connected Experience” with SmartThings and One UI enabling smooth pairing, sharing, and switching.
6. Trade-In & Upgrade Programs
Lifecycle loyalty loopIn a saturated smartphone market, where acquisition costs are rising and differentiation is becoming increasingly narrow, Samsung employs long-term brand lock-in strategies to increase the average revenue per user and strengthen customer lifetime value.
These programs turn Samsung into a subscription-like brand, nudging customers to routinely return, upgrade, and stay within the Galaxy family. While details may vary by region, the core features typically include competitive device buyback offers and guaranteed future value plans.
In Q1 2025, mobile trade-in programs returned $1.24 billion to consumers, a 40% increase compared to the previous year. This sharp rise highlights the growing popularity of trade-in initiatives, with Samsung’s programs playing a major role in driving this trend. [6]
7. Interactive Retail Environments
Samsung’s experiential retail spacesRather than just displaying products behind glass, Samsung stores allow customers to touch, try, and experience how its technology fits into real-life scenarios — whether it’s folding a Z Fold, syncing a Galaxy Watch with SmartThings, or viewing an 8K TV in a home theater simulation.
For example, Samsung’s flagship store in Brentwood, Tennessee, showcases over 200 smart home products integrated with its SmartThings platform. Visitors can interact with devices like smart lights, plugs, and shades using Galaxy tablets.
This strategy turns passive foot traffic into engaged users, while reinforcing brand quality and technical expertise in a hands-on, immersive way that websites cannot replicate.
8. Strategic Pricing Tiers
Capturing every consumer tier without diluting brand prestigeSamsung builds separate sub-brands and device series with intentional differentiation in terms of price, specifications, features, and positioning. This enables the company to dominate in both emerging markets (with low-cost devices) and premium tech arenas (with high-margin flagships, such as the Galaxy S and Z series).
To appeal to cost-conscious consumers, Samsung offers mid-range devices like the Galaxy S25 FE. Priced around $649, the S25 FE retains many features of its premium counterparts, such as a 6.7-inch display and advanced camera systems, but utilizes cost-effective components to maintain affordability.
Samsung also employs dynamic pricing. Depending on factors like competitor launches (e.g., a new iPhone or Google Pixel), seasonal demand (such as Black Friday), or inventory levels, the company adjusts its prices in real time. [7]
For enterprise clients, Samsung offers volume discounts and exclusive deals. Businesses can save up to 10% per device on select smartphones, with additional benefits like free shipping on bulk orders.
9. Strategic Brand Alliances / Co-Branding and Partnerships
A strategic fusion of innovation and cultureSamsung partners with brands across industries (from luxury fashion and entertainment to startups and tech giants) to create emotional, functional, and cultural value at every consumer touchpoint.
For instance, the company teamed up with the avant-garde fashion house Maison Margiela to launch the Galaxy Z Flip4 Maison Margiela Edition. This limited-edition device showcased Margiela’s signature décortiqué design, translucent accents, and custom UX themes, appealing to fashion-forward consumers seeking exclusivity. [8]
In 2025, Samsung became the official technology partner for A Minecraft Movie. The collaboration includes exclusive content previews on Samsung devices and promotional campaigns across 25 countries, targeting the gaming community. [9]
In South Korea, Samsung and Starbucks co-created limited-edition accessories for the Galaxy S22 and Galaxy Buds 2, featuring Starbucks-inspired designs and eco-friendly materials. [10]
10. Flash Sales and Limited Offers
Time-limited offers to drive urgency and demandSamsung strategically uses flash sales and limited-time promotions to trigger fear of missing out (FOMO), clear inventory, and boost conversion rates. These promotions are often time-boxed (24–72 hours), product-specific, and tied to key sales periods such as major tech events, holiday windows, or new product launches.
Samsung frequently uses limited-time offers during product launches to drive early adoption. For example, the launch of the Galaxy S21 5G included up to $700 enhanced trade-in credit, $200 instant credit towards accessories, and a free Galaxy SmartTag for pre-orders.
During major shopping events like Black Friday and Cyber Monday, they offer significant discounts, such as up to $750 off on the Galaxy S25 Ultra with eligible trade-ins.
11. Product Placement in Major Events
Strategic stagecraftSamsung carefully integrates its products into major televised and digital events where massive attention is guaranteed.
During the 2014 Oscars, Samsung’s product placement reached unprecedented heights when host Ellen DeGeneres used a Samsung Galaxy Note 3 to take a selfie with A-list celebrities. This image rapidly became the most retweeted photo at the time.
At the Paris 2024 Olympics, Samsung incorporated its Galaxy Z Flip phones into the medal ceremonies. Medalists used these devices to capture ‘victory selfies,’ a practice that not only showcased the product’s features but also aligned with the celebratory spirit of the Games.
12. 5G-First and Early Tech Adoption
Future-first strategy is central to brand identitySamsung is at the forefront of next-generation standards like 5G, foldables, AI processing, and smart ecosystems. This forward-leaning approach is deeply marketing-driven, aimed at building trust, status, and tech leadership perceptions in the minds of global consumers.
Samsung was the first global brand to mass-market 5G smartphones. In 2019 alone, it shipped over 6.7 million 5G devices worldwide, capturing 53.9% of the global 5G smartphone market. It also led the way in TV innovation by introducing the world’s first 8K QLED TVs with the Q900 series. Plus, Samsung has been at the forefront of the foldable phone revolution with its Galaxy Z Fold and Z Flip series. [11]
By incorporating early-stage tech into mainstream products, Samsung captures the attention of media, tech enthusiasts, and influencers hungry for innovation stories.
13. Eco-Conscious Brand Efforts
Green innovation marketingSamsung’s sustainability initiatives serve as a key marketing pillar, aimed at appealing to environmentally conscious consumers and Gen Z buyers who prioritize ethical and eco-friendly innovation.
The company aims to achieve net-zero carbon emissions across all operations by 2050. It has already matched 100% of its electricity use in the US with renewable energy.
Samsung integrates eco-friendly materials and designs into its products to support sustainability. More than 600 of its models are ENERGY STAR certified, helping consumers reduce energy consumption. Plus, the company offers free take-back programs for electronic waste in many countries, promoting responsible disposal and recycling.
By making these efforts visible to consumers and integrating them into flagship launches, Samsung reinforces the idea that owning a Samsung product is a responsible choice.
14. Cross-Device Ecosystem Marketing
Seamless livingThe company emphasizes the interoperability of its devices, enabling users to transition effortlessly between products. Features like Quick Share, Samsung Flow, and Link to Windows allow users to share content, continue tasks, and manage notifications across smartphones, tablets, and PCs.
The SmartThings platform serves as the backbone of Samsung’s smart home ecosystem, connecting a wide array of devices, including appliances, lighting, and security systems.
Instead of marketing each device in isolation, Samsung increasingly promotes the collective value of interconnected products. By doing so, it enhances perceived value and turns a phone sale into the gateway to TVs, earbuds, home appliances, and even smart buildings.
15. Influencer & Tech YouTuber Collaborations
Targeting younger, tech-savvy demographicsInfluencers bring relatability, trust, and a sense of community, making them ideal partners for Samsung to generate buzz ahead of product launches. They help educate consumers about new features and drive conversions through unboxing videos, reviews, and hands-on content.
For example, the company partnered with top-tier creators like MKBHD, Unbox Therapy, Mrwhosetheboss, and iJustine to create early unboxing videos and long-form reviews of its foldables.
Another strong example is Samsung’s strategy at CES 2020, where it partnered with micro-influencers from diverse niches (such as photography, gaming, tech, and music production) to highlight its newest products. This collaboration led to the creation of over 100 Instagram Stories, which reached an audience of 685,000, and six dedicated YouTube videos. [12]
16. Opportunistic Advertising
Outsmarting the spotlightSamsung is no stranger to ambush marketing, a guerrilla-style strategy that involves inserting the brand into conversations, events, or cultural moments without direct sponsorship or invitation.
This type of marketing leans on speed, creativity, and timing. While controversial, it’s incredibly effective at diverting attention and altering narratives in Samsung’s favor.
For instance, in 2018, Samsung launched the #MoreThanJustSpeed campaign to coincide with the release of the OnePlus 6, which was marketed with the tagline “The Speed You Need.”
Another notable campaign was “The Next Big Thing,” where Samsung humorously depicted Apple fans waiting in long lines for new iPhone releases, only to be impressed by Samsung users who already had access to advanced features. [13]
17. Product Placement in Pop Culture
Tech cameos that sellSamsung embeds its products in blockbuster movies, K-dramas, music videos, and popular series to align with cultural trends and normalize daily product use among diverse global audiences.
Unlike traditional commercials, these placements subtly reinforce product value in a narrative, creating natural associations with characters and emotions that viewers admire.
For instance, in the Avengers series, characters like Tony Stark and S.H.I.E.L.D. agents were frequently seen using Samsung screens and tablets. In the 2017 theatrical release of Justice League, Samsung’s branding appeared on screen for about 7.2 minutes. This placement earned Samsung an estimated advertising value of around $7.2 million.
Samsung has also prominently integrated its Galaxy products into Korean dramas and K-pop music videos, especially on platforms like Netflix, YouTube, and Viki. In popular shows like Crash Landing on You (2019) and Vincenzo (2021), the Galaxy S and Z Flip series were heavily featured. [14]
18. AI-Powered Personalized Marketing
Hyper-personalized advertising with AIWhether through Samsung.com, the Samsung Members app, or smart devices themselves, the company leverages AI and machine learning to recommend products, push contextual ads, and schedule upgrades. This strategy helps reduce decision fatigue, boost cross-selling, and strengthen long-term user engagement.
For example, in New Zealand, Samsung used data-driven targeting through The Trade Desk, resulting in a 10.9% increase in brand consideration and a 71% reduction in conversion time.
In partnership with Google, Samsung also leveraged AI to personalize ads across various markets. By aligning content with local consumer behavior and preferences, the company saw a measurable increase in revenue.
19. After-Sales & Loyalty Programs
Outsmarting the spotlightSamsung strategically invests in premium after-sales support and tiered loyalty programs to extend the customer lifecycle, deepen brand trust, and incentivize repeat purchases.
The loyalty program, called Samsung Rewards, allows members to earn points by purchasing Samsung products and using various Samsung services. Meanwhile, the VIP Advantage program (priced at $149.99 per year) offers premium benefits such as 6 points per dollar spent, a 10% discount on accessories, and free Samsung Care+ coverage for up to four products per year for two years.
Through these efforts, Samsung creates a strong moat of trust and familiarity, ensuring that its relevance doesn’t fade after checkout — but grows stronger with every interaction.
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Sources Cited and Additional References- Samsung Ads, TV advertising engagement study, TheMediaLeader
- Hugh McIntyre, BTS officially launches partnership with Samsung, Forbes
- Business, Galaxy Unpacked Summer 2024, Samsung Insights
- Consumer Electronics, Global R&D expenditure at Samsung Electronics, Statista
- Samsung, Number of patents and research centers, GreyB
- Assurant Report, Mobile trade-in programs returned $1.24 billion to consumers in Q1 2025, BusinessWire
- Yingwei Ju, Dynamic pricing strategy for two-generation products, Wiley Online Library
- Newsroom, Samsung and Maison Margiela announce rule-breaking collaboration, Samsung
- Mihai Matei, Samsung used A Minecraft Movie to promote 8K TVs and Galaxy AI, SamMobile
- Tech Talk, Samsung brings eco-friendly Starbucks cases to Galaxy S22 and Buds 2, Samsung Community
- Newsroom, Samsung brings 5G to the world, Samsung
- Case Study, Samsung influencer campaign at CES, Cloutboost
- Josh Lowensohn, Samsung’s ‘next big thing’ ads drove Apple’s marketing chief ‘crazy’, TheVerge
- Farah Hamdan, The effectiveness of Samsung product placement in Korean drama, MMU Press
