Samsung Electronics America CMO Allison Stransky has a sprawling mandate: Most people own a Samsung device, but few own several — or hook them into Samsung’s connected ecosystem.
Turning single-Samsung device households into a brand ecosystem requires an innovative messaging strategy. AI is one tool in Stransky’s arsenal, and so are tentpole events like the Super Bowl, and especially the Olympics.
Stransky, who joined the company in 2023 after working at Google, L’Oreal, and Unilever, reveals how they all come together to turn Samsung’s huge brand recognition into multi-device penetration.
Five Minutes With.. is a monthly quick sit-down with leading marketers on their brand, the trends they’re tracking, and a peek at the personality behind the title. This interview has been edited and condensed for conciseness and flow.
ADWEEK: You’re skipping the Super Bowl this year in favor of activating around it. Why?
ALLISON STRANSKY: Samsung has a big role to play, not just on Super Bowl Sunday but also all big sporting events and during entertainment moments. So we went heavy in Q4 from a media and advertising perspective, and in between we made some big announcements at CES like our TriFold phone and our micro-RGB screen.
While the Super Bowl is an amazing marketing event, our strategy is to be intentional about planning for the road towards it. The road to the Big Game, essentially, is our Big Game. To have the best Super Bowl experience, you’ll be watching it on your TV, or entertaining in your Samsung kitchen, or following the stats and connecting on your Galaxy.
Even though you’re not advertising in this year’s Super Bowl, what’s your favorite ad of all time?
Two years on, I’m still thinking about the CeraVe Michael Cera ad.
I have a lot of beauty in my DNA. I spent 10 years at L’Oreal and I love seeing a beauty ad show up at the Super Bowl, because it’s a recognition that there are a lot of different mindsets that consumers have when they’re watching it.
I loved that one for the lead up. There were so many teasers, then it peaked and just kept going. It was incredibly thoughtful, funny, and true to everything CeraVe is.
