Bigger, Bolder, Brighter: Driving Incremental Premium TV Sales Through Third-Party Retailers

Client: Samsung

In 2024, the Global Premium TV Market surged by 38% YoY, with Samsung maintaining its leadership position at 16% market share. Rising competition, particularly from affordable brands such as TCL, heightened the need for Samsung to optimise vendor-funded marketing spend while addressing concerns around inefficiency, incrementality, and impact.

Historically, Samsung partnered with John Lewis & Partners (JLP) to fund Google Shopping campaigns, but limited visibility and control led to inefficiencies and concerns over budget leakage. To address these challenges, Performics, Samsung, and JLP devised an innovative solution by integrating CSS partner Connexity into JLP’s affiliate program to run Google Shopping activity specifically for Samsung, leveraging an optimised product feed focused on premium TVs.

This collaboration introduced a new level of transparency and control, ensuring marketing spend was directed at high-margin, high-value TV models. The strategy delivered outstanding results:

Efficiency: 60% of revenue driven came from premium TVs, while only 14% originated from lower-cost models.

Incrementality: 21% of revenue was generated from 75”+ TVs, demonstrating uplift beyond JLP’s existing PPC efforts.

Impact: Incremental revenue with a strong ROAS was achieved.

This scalable, data-driven strategy has redefined vendor-funded marketing success for Samsung