SamMobile has affiliate and sponsored partnerships. If you buy something through one of these links, we may earn a commission.

Notifications
    News For You

    How Samsung used advertising to recover from Galaxy Note 7 recall

    General
    By 

    Last updated: October 6th, 2017 at 10:06 UTC+02:00

    Samsung found itself in a world of trouble this time last year. Its new flagship smartphone, the Galaxy Note 7, would combust spontaneously. It recalled the initial batch of units and made tweaks but that didn't do it any good. Samsung ultimately had to issue a second recall and discontinue the product.

    The rumors about the future of Samsung's Galaxy Note lineup began. Some analysts felt that the Galaxy Note 7 recall had caused permanent damage to Samsung's reputation. Others were sounding alarm bells for the company's smartphone business. However, Samsung bounced back in spectacular fashion this year.

    Galaxy Note 7 Recall

    Samsung's head of global brand marketing for the mobile business Pio Schunker that the company was in the midst of a rebrand of sorts when the Galaxy Note 7 crisis hit. He was speaking at the ANA's Masters of Marketing Conference in Orlando.

    Samsung had been working to revamp its image with ads that humanized the brand and connected with people on a global scale. The company's 2016 Rio Olympics ad was cited as an example of this by Schunker.

    He added that Samsung was seeing signs of success from its efforts to revamp the brand. However, it all went south due to the Galaxy Note 7 recall.

    “Just when things were starting to go right, things went horribly wrong,” he said. Samsung suddenly faced its biggest challenge yet. A flagship product with a defective battery that threatened to permanently damage its business and reputation.

    Samsung's first priority was to rebuild trust. It detailed the root cause at a special press conference in January this year. It also detailed its new battery safety measures at the press conference. “Slowly, over the next few months, we saw the company trust begin to recover and then begin to stabilize,” Schunker said.

    Samsung was then gearing up to launch the Galaxy S8, its first flagship after the Galaxy Note 7 recall. Schunker said that the stakes were much higher with the marketing direction. Samsung had to “recover and repair all the damage that had happened over the previous months.”

    Not only did the company's new flagship leave everyone impressed, Samsung also released moving ads that humanized its brand. They included Samsung's award-winning ostrich ad that promoted the Gear VR headset.

    Schunker mentioned that Samsung's ads were part of the plan to rebuild its brand after the Galaxy Note 7 recall. The response it has seen so far for the Galaxy S8 and Galaxy Note 8 suggests that the Galaxy Note 7 hasn't cast a long shadow.

    Source General Galaxy Note 7 recallSamsung Galaxy Note 8Samsung Galaxy S8
    Galaxy AI summarized

    Scroll for more related content
    News For You

    You might also like

    Galaxy S24 sales surpass 1 million mark in South Korea, beating Galaxy S8

    Galaxy S24 sales surpass 1 million mark in South Korea, beating Galaxy S8

    The Galaxy S24 series has received tremendous response since its launch last month. Samsung's new flagship smartphone series broke pre-order records in several countries, including India and South Korea. Samsung has revealed that the Galaxy S24 series sales have crossed 1 million in its home country in record time. Galaxy S24 sales cross 1 million […]

    • By Asif Iqbal Shaik
    • 4 months ago
    Samsung releases new firmware update for the Galaxy S6 series

    Samsung releases new firmware update for the Galaxy S6 series

    Several old Samsung Galaxy S-series phones were suffering from the GPS issue, which the company has been fixing by delivering updates. Galaxy devices such as the Galaxy S8 from 2017, and the Galaxy S7 from 2016, have already bagged the GPS bug fix update, and now it is time for an even older series, the […]

    • By Sagar Naresh
    • 2 years ago
    Galaxy Note 8 gets GPS stability improvements with new 2022 update

    Galaxy Note 8 gets GPS stability improvements with new 2022 update

    In an unexpected but not entirely surprising move, Samsung recently began rolling out a new firmware update for the discontinued Galaxy S7 and Galaxy S8. We told you that Samsung's seemingly preparing a similar firmware for other aging Galaxy smartphones, and lo and behold, the company is now rolling out a new update for the […]

    • By Mihai Matei
    • 2 years ago
    Samsung releases important update for discontinued Galaxy S7 and S8

    Samsung releases important update for discontinued Galaxy S7 and S8

    Up until a couple of years ago, even Samsung flagship smartphones only received two major Android OS upgrades and three years of security updates. The company now provides the best software support of any Android OEM. Many devices now receive four Android OS upgrades and five years of security updates. The Galaxy S7 and Galaxy […]

    • By Adnan Farooqui
    • 2 years ago
    Galaxy S22 Ultra might be outselling the last four Galaxy Note models

    Galaxy S22 Ultra might be outselling the last four Galaxy Note models

    Samsung's new Galaxy S22 Ultra could do what other S Pen devices before couldn't and break new sales records. The S22 Ultra might be one of the most successful Galaxy Note devices in recent years, even though it doesn't wear the iconic brand. According to a new report, Samsung could achieve nearly 11 million Galaxy […]

    • By Mihai Matei
    • 2 years ago
    5-year-old Galaxy S8, Galaxy S8+ get new software update

    5-year-old Galaxy S8, Galaxy S8+ get new software update

    Earlier this year, Samsung had removed the Galaxy S8 and the Galaxy S8+ from its software support list. However, the company surprised everyone by releasing a new security update to the smartphones in September 2021. Now, the South Korean firm has released one more software update to its five-year-old phones. The Galaxy S8 and the […]

    • By Asif Iqbal Shaik
    • 2 years ago