Amazon Live's EU Debut: Samsung Galaxy S25 Launch
Campaign Overview
On February 10, 2025, Samsung launched the Galaxy S25 series through the first-ever EU Amazon Live event in the UK. This groundbreaking campaign combined immersive storytelling, real-time shopping, and influencer engagement to deliver exceptional results. With over 22.3K visitors (20.2K new-to-store) and 25.3K page views on day one, this debut marked a strategic milestone for Amazon Live as a key touchpoint in the European market.
Client: Samsung
Year: 2025
Location: United Kingdom
Read more
Samsung unboxed
amazon advert.
To continue the campaign and increase views, 30-second adverts were created for Amazon to drive customers to the catch-up phase of the campaign post-show.
Challenge
Samsung sought to elevate the Galaxy S25 series launch by creating a dynamic and engaging experience that would:
Raise awareness of the flagship device in a competitive smartphone market.
Establish Amazon Live as a compelling platform for real-time product launches in Europe.
Attract new customers to Samsung’s brand store and drive sales through innovative digital engagement.
Insight
European consumers increasingly value interactive and immersive shopping experiences. Amazon Live’s video-first format offered a unique opportunity to combine storytelling with social interactivity, appealing to tech-savvy audiences who prioritize convenience during product discovery.
Idea
Samsung leveraged Amazon Live to create an immersive launch experience for the Galaxy S25 Ultra. Partnering with influencers Moyo Ajibade, Gee Nelly, and Team Galaxy Expert Luke Norbury, the campaign showcased the device’s innovative features while enabling real-time interaction with viewers. Customers explored featured products directly via a branded carousel during the live stream.
Execution
Influencer Partnerships: Collaborated with recognizable influencers to amplify reach and engagement during the live event.
Immersive Content: Highlighted the Galaxy S25 Ultra’s features through live demonstrations and expert insights.
Amazon Integration: Extended Amazon Live’s capabilities with interactive chat features, product carousels, and branded widgets tailored to Samsung’s identity.
Real-Time Engagement: Enabled viewers to interact directly with hosts via chat and likes during the live stream.
Innovations
Amazon Live EU Expansion: First-ever use of Amazon Live in Europe, setting a precedent for future campaigns across additional categories like TVs and home appliances.
Interactive Shopping Experience: Integrated video players and product carousels for seamless exploration of featured ASINs.
Custom Branding: Enhanced customer experience by aligning widget design with Samsung’s brand identity.
Social Interactivity: Introduced live chat and engagement features to foster direct interaction between viewers and hosts.
Impact
Attracted 22.3K total visitors on day one, with 20.2K being new-to-store customers.
Generated 25.3K page views during the live event.
Average dwell time of 52 seconds per viewer during the stream.
Positioned Amazon Live as an essential platform for immersive shopping experiences in Europe, paving the way for broader adoption by brands across industries.
Credits
Art Directors: Nadeem Sheikh & Damiano Povoleri
Solutions Managers: Chandni Soni
Design Technologist: Billy Kwok
Creative Director: Matthew Swan
Video Production: Groovy Gekko