Demonstrating the positive impact of CSR programs on brand perceptions across Asia for Samsung

Challenge

Samsung as a global tech entity has been offering cutting-edge consumer electronic products for years. At the same time, Samsung has been proactive in terms of its efforts at various community engagement activities, making sure that the company gives back to communities in different markets. Samsung wanted to know what kind of impact its CSR program has on the brand.

Approach

We worked with Samsung, to carry out a quantitative study across 9 markets (Australia, Indonesia, Malaysia, Philippines, New Zealand, Thailand, Taiwan, Singapore, Vietnam) with 2,000 respondents in total. We also worked with Samsung to translate the study’s findings into marketing messages and PR angles to help the company demonstrate the value of the work it does.

Results

The study resulted in external press coverage which communicated the brand positively,

as well as internal validation of such initiatives within the organization. Overall, it re-affirmed Samsung’s belief that ‘doing good’ can be a win-win, both for communities as well as the brand.