OTTO x Samsung
Building excitement before launch, OTTO and Samsung combined product and creator content with a retail media campaign on TikTok to generate awareness and demand for the Galaxy S26 Series.
Full-Funnel Launch on TikTok
OTTO and Samsung used a phased retail media campaign on TikTok, combining creator-led videos, In-Feed Ads, and Smart+, to build awareness and demand for the Galaxy S26 Series, reaching 8.5 million people and lifting ad recall, awareness, and favorability.
- Results: 89 million+ impressions, 8.5 million+ reached, +14.9% ad recall.
- Approach: pre-order phase for anticipation, then sales phase for qualified traffic and conversion-oriented goals.
- Caveat: this is a TikTok case study for informational purposes; brand product claims are brand-reported and not verified by TikTok.
How OTTO and Samsung Turned a Product Launch Into a Full Funnel Success on TikTok
Objective
Launching the Samsung Galaxy S26 Series through Retail Media
What happens when two of Germany's leading brands join forces on TikTok?
As a leading e-commerce platform in Germany, OTTO regularly partners with brands to run Retail Media campaigns that increase product visibility and connect brands with new audiences.
For the launch of the new Samsung Galaxy S26 Series, OTTO partnered with Samsung to build awareness, generate excitement, and connect the brand with a large pool of potential buyers.
TikTok was selected as a key channel due to its ability to deliver high-quality reach, engagement, and traffic at scale. To maximize authenticity and cultural relevance, OTTO also became the first retailer in Germany to collaborate with Samsung on creator-led content, leading up to the official product launch.
Solution
Building a full-funnel Retail Media campaign powered by creators
By aligning creator content with a phased full-funnel approach, the campaign was strategically divided into two phases: a pre-order phase and a sales phase.
During the pre-order phase, the focus was on building awareness, generating anticipation, and encouraging users to pre-order the new Samsung Galaxy S26 Series.
Once the product became available, the strategy shifted toward driving qualified traffic and supporting conversion-oriented objectives while continuing to strengthen upper- and mid- funnel engagement.
To make the launch feel native to TikTok, OTTO leveraged TikTok Creative Exchange to produce new creator content specifically designed for the platform. Rather than repurposing traditional advertising assets, creators developed authentic UGC-style videos designed for TikTok.
The media strategy also combined In-Feed Ads and Smart+ to maximize campaign efficiency and scalibility. In-Feed Ads helped build awareness by featuring creator-led content in users' For You feeds, while Smart+ used automated optimization to efficiently scale delivery and reach the audiences most likely to engage and purchase.
Results
Reaching millions and driving a strong measurable brand lift for the Galaxy S26 Series
The campaign proved a major success for both Samsung and OTTO, generating a substantial pool of buyers and creating strong momentum around the launch of the new product. This included generating over 89 million impressions and reaching over 8.5 million users.
Beyond scale, the campaign achieved exceptional Brand Lift Study results. Ad Recall increased by 14.9%, Awareness rose by 9.0%, and Favorability increased by 13.7%, significantly outperforming OTTO's retail benchmarks.
These results are noteworthy given that both Samsung and OTTO already enjoy exceptionally high levels of brand awareness in Germany.
Together, the results demonstrate how Retail Media, creator-led content, and a full-funnel TikTok strategy can work together to deliver measurable brand impact at scale.
Our goal is never just to deliver another successful campaign—it is to raise the benchmark with every partnership. This campaign proved that by combining bold creativity with a strategic media approach, even the most established brands can achieve exceptional brand lift and set new standards for retail marketing.
Your questions, answered
Business Help CenterHow was the campaign structured?
The Retail Media campaign used a phased full-funnel approach with two stages: a pre-order phase focused on awareness and anticipation, followed by a sales phase focused on qualified traffic and conversion-oriented goals.
What role did creators and ad formats play?
OTTO used TikTok Creative Exchange to produce creator-led, UGC-style videos built for TikTok. The media mix combined In-Feed Ads for awareness with Smart+ to automate optimization and scale delivery to people more likely to engage and purchase.
What results did OTTO and Samsung report?
The campaign generated more than 89 million impressions and reached over 8.5 million people. In its Brand Lift Study, Ad Recall rose 14.9%, Awareness increased 9.0%, and Favorability increased 13.7%.