Samsung + Morrison Case Study

Modern Samsung refrigerator with a touchscreen panel, operated by a father and son.

The Brand Was Already Trusted. Morrison Made Sure the Builder Channel Knew It.

Samsung had the brand. They had the products. They had 15 years of consumer loyalty. What they didn’t have was a foothold in the builder channel, one of the most relationship-driven, long-cycle segments in the appliance market. Morrison built the program to change that. That’s a full-stack Impact engagement.

The Client

Samsung is one of the ten most powerful brands in the world. Already number one in televisions and smartphones, Samsung’s home appliances had earned genuine consumer loyalty over 15 years of direct-to-consumer retail presence. Now the brand was ready to take that equity into a new channel, and it wanted the same results.

Black screen mockups showing a sleek website interface for Samsung Appliances

Paid Social

The Challenge

The builder channel doesn’t work like the consumer channel. Builders aren’t buying on impulse or brand preference alone. They're making specification decisions based on margins, reliability, delivery logistics, and the value their customers place on what’s installed in a home. Samsung’s consumer dominance didn’t automatically translate. They needed a program built specifically for how this audience actually operates.

The stated goal was aggressive: enter the builder channel and reach number one.

Email Marketing Campaign

IMPACT: The Samsung Builder Appliance Program

Morrison developed the Samsung Builder Appliance Program from the ground up. Samsung already had an enormous, passionate customer base. The strategic insight suggested builders could benefit directly from tapping into that loyalty by putting a brand their buyers already loved into the homes they build.

Every element of the program spoke to the builder’s business case while leveraging the full power of the Samsung brand.

The Campaign: An integrated marketing campaign built for a B2B audience, grounded in builder business logic, powered by Samsung brand equity.

The Media & Lead Program: A robust B2B media plan and lead management system designed to move builders from awareness to active consideration.

Sales Enablement: Sales collateral, sales apps, and a dedicated builder microsite giving the sales team the tools to close.

Nurture Automation: A campaign of automated marketing emails designed to move prospects through the funnel toward conversion over time.

Business-to-Business Brand Video

The Results

Breaking into a new channel requires more than brand awareness. It requires a program built for how that channel actually operates, understanding its sales cycles, its decision-makers, and its logic. Morrison built it. Samsung won it. And they maintained the #1 market share position.