Samsung's "Next Big Thing" ads might have achieved viral status last year, but is the Korean company's mocking of iPhone fanboys really an effective way to boost sales and user perception? According to YouGov BrandIndex, a research service on consumers' daily
perception of brands, Samsung is already experiencing a fallout from the campaign:
the launch of the ‘fanboys’ campaign, the Samsung brand did receive a
lift in Buzz to the point that it briefly topped iPhone in early
December," a BrandIndex spokesperson told Business Insider.
that time, Samsung has more or less stabilized (still at higher scores
than pre campaign) but iPhone has regained its footing and is now
outscoring Samsung again."
They've also posted this graph which measured YouGov's Buzz score, which
asks 5,000 people per weekday: "If you've heard anything about the
brand in the last two weeks, through advertising, news or word of mouth,
was it positive or negative?"
Based on the data, Samsung's dominance over Apple seems definitely short-lived, with Apple's buzz having already far exceeded that of its competitor. And while interest does peak whenever a new Samsung ad is released, it doesn't appear to have improved much since the launch of Samsung's first ad in this series.
So marketers should learn from Samsung's example that you shouldn't spend a huge chunk of advertising based entirely on bashing your competitor or stealing its marketing ideas.