Samsung's Galaxy Academy: Creating Building Brand Affinity in Gaming

In an ambitious bid to strengthen brand affinity, engagement, and conversion among its priority target consumers, Samsung set out to establish a brand-owned Gaming Academy program. The goal was to create a standardized yet flexible framework that could be tailored to the unique characteristics of each market, fostering both global consistency and local relevance.

The Genesis of Galaxy Academy

Samsung's initiative was brought to life through its collaboration with Publicis Play, resulting in the creation of the "Galaxy Academy" Gaming Playbook. This comprehensive guide was meticulously designed to serve as a blueprint for Samsung's local market brand leads, enabling them to effectively engage with the gaming community. The Playbook encompasses a wide range of elements, from overarching creative platforms and audience segmentation insights to market-specific game IP recommendations and activity plans.

A Strategic Framework

The Galaxy Academy Playbook provides a robust framework that empowers Samsung's Southeast Asia (SEA) markets to engage with the gaming community under a unified banner. By doing so, it ensures that all activations are consistent with Samsung's brand values while allowing for the necessary flexibility to address local nuances.

Building Credibility and Community Engagement

Through the Galaxy Academy, Samsung has successfully tapped into the gaming community—a key passion point for many of its target consumers. The Playbook not only helps in building Samsung's credibility within the gaming space but also serves as a vital tool for fostering deeper connections with the community. This strategic engagement is crucial for driving brand loyalty and, ultimately, conversion.

Samsung's Galaxy Academy exemplifies a forward-thinking approach to brand building in the gaming sector. By combining a standardized framework with localized activation strategies, Samsung has created a powerful platform for engaging with its target consumers. The Playbook's success lies in its ability to provide clear, actionable guidance while allowing for the flexibility needed to resonate with diverse markets.

Through this initiative, Samsung continues to solidify its position as a credible and beloved brand within the gaming community.