Samsung

Objective

Maximize efficiency and performance on TikTok with an agile, AI-powered activation

As one of the world’s leading tech innovators, Samsung continuously pushes the boundaries of mobile experience and marketing efficiency. For the highly anticipated launch of the Galaxy S25, the brand set out to deliver impact at scale on TikTok while streamlining internal operations.

Samsung’s goal was clear: combat creative fatigue, reach the right audiences efficiently, and free up internal resources to focus on strategic initiatives - all while improving the completed value per payment, their key performance metric.

To meet these goals, Samsung turned to Smart+, TikTok’s AI-powered campaign optimization solution, to amplify performance through automation.

Solution

Smart+: an automated, agile, and performance-oriented activation

Samsung leveraged TikTok’s Smart+, an AI-powered campaign optimization solution. With just a budget, a clear objective, and a mix of creative assets, Smart+ dynamically tested and served variations to reduce fatigue, automatically explored audience segments, and adjusted in real-time based on performance signals.

This hands-off setup allowed the Samsung team to:

• Rotate creative assets efficiently

• Automatically identify and target high-potential TikTok audiences

• Continuously optimize for higher ROAS

• Save time and reinvest it in strategic planning

They combined their Smart+ campaign with two TopView video ads, capturing immediate audience attention and maximizing reach by being the very first content users saw upon opening the app.

Results

Smart+ delivered measurable improvements across key performance indicators, validating its efficiency in driving high-value conversions.

By automating audience targeting and creative rotation, Samsung not only optimized campaign outcomes but also saved valuable time, allowing teams to focus on broader strategic goals.

• +20% Return on Ad Spend vs. standard campaigns

• +30% Increase in purchases

• -5% Decrease in CPA

• Significant time savings on campaign management operations

What Made the Difference ?

• 🔁 Reduced creative fatigue thanks to automated asset rotation that sustained engagement throughout the campaign

• 🧠 Enhanced audience targeting, with AI dynamically identifying and engaging high-potential TikTok users

• ⏱️ Streamlined campaign setup, freeing up resources for strategic initiatives

• 💡 Continuous real-time optimization to improve ROI and scale efficiently

Conclusion

Samsung proved that smarter campaigns deliver stronger outcomes.

By activating TikTok’s Smart+ solution, the Galaxy S25 launch became a benchmark in automated efficiency and performance-driven strategy. With minimal manual input, Samsung unlocked better results, faster execution, and long-term value.

Samsung's TopView ads achieved impressive reach, connecting with over 1.5 million unique users. This success highlights the powerful synergy of combining Smart+ with TopView, effectively pairing intelligent optimization with unparalleled visibility for maximum campaign impact.