Daughters tell your mothers! Research showed that the senior demographic isn’t prone to new tech, even more so when it comes to household appliances. Samsung's best chance to penetrate the matured audience? of course, the daughters! Dutch celebrity Renate Verbaan starred in a campaign, side by side with her mother. Sharing her laundry secrets, daughter to mother. The campaign included TV, print and digital assets and resulted in significant increase of consideration and actual sales.
