"Now Newlywed Appliances Reflecting My Style" Samsung Newlywed Appliances Hit Millennial Generation... Triple Growth in Wedding Sales

"We will take care of the worries, you just live beautifully."

This is the advertising message of Samsung's newlywed home appliances currently airing. Samsung Electronics has pursued new changes in products and marketing by concretizing 'Project Prism' through analysis of the trend-leading millennial generation. As a result, Bespoke refrigerators, Grande AI dryers, Air Dressers, Wind-Free Air Conditioner Gallery, and lifestyle TVs like The Frame and The Serif have become essential home appliances when newlyweds discuss their wedding gifts.

In fact, the popularity of Samsung Electronics' newlywed home appliances is rapidly increasing. From January to June this year, the number of customers purchasing wedding gifts at Samsung Electronics Digital Plaza grew about threefold* compared to the previous year. Purchases of products over 3 million KRW as wedding gifts also grew about threefold in terms of amount compared to the same period last year. Additionally, multi-item package sales, where customers purchased three or more of the top 10 home appliance items* simultaneously, increased significantly. In terms of amount, this grew about 65% compared to the same period last year.

*Based on customers who purchased after joining the Samsung Electronics Membership Wedding Club

*Top 10 items: TV, refrigerator, kimchi refrigerator, washing machine, dryer, clothing care device, cooking appliances, vacuum cleaner, air purifier, air conditioner

The industry attributes these achievements to active communication with millennial consumers. For example, Samsung Electronics recently applied the integrated slogan "Now, make home appliances your own." This expresses the intention to strengthen a consumer-centered home appliance strategy that reflects each consumer's taste and lifestyle, not uniform products centered on suppliers, while continuously innovating the products themselves.

This message is also reflected in the newlywed home appliance advertising campaign. Featuring the key message, "We will take care of the worries. You just live beautifully," the campaign sensitively introduces how Samsung newlywed home appliances understand the concerns of newlyweds who are new and have many things to consider, providing optimal solutions. It appeals to consumers by highlighting not only beautiful designs that complete newlywed interiors but also product expandability that fits various living spaces and lifestyles, and unique hygienic management, eliciting responses of "home appliances I want to have."

Samsung Electronics began full-scale newlywed home appliance campaigns targeting newlyweds from the second half of last year. Especially through last year's online campaign, it received great responses by straightforwardly answering the question "Why did you buy everything from Samsung?" with "Because it's pretty," bringing the important #newlywedinterior to the surface. The design Samsung home appliances talk about does not simply mean visual beauty but implies a style that perfectly suits the individual. This year, the message was taken a step further to include solving the worries of newlyweds who find everything difficult because it is their first time.

Yoon Tae-sik, team leader of Samsung Electronics Korea Headquarters in charge of this advertising campaign, said, "The newlywed home appliance campaign received good responses from millennial newlyweds since its first release in the second half of last year. Looking back on when I prepared for my wedding long ago, I remember having many worries and feeling overwhelmed about which home appliances to buy," adding, "I thought many prospective newlyweds would feel the same, so this year's campaign concept was set as 'Samsung newlywed home appliances that take care of newlyweds' worries'."

Meanwhile, Samsung Electronics focused on the fact that no matter how good the marketing strategy is, it is useless if the basic product quality is not supported for products targeting demanding newlyweds. As a result, it introduced excellent products from comprehensive aspects including performance, stylish design, flexible space utilization, and ease of product maintenance.

First, ▲Bespoke, which allows customers to combine colors, materials, and modules as they wish according to taste, interior, family size, and lifestyle; ▲The Serif TV, which boasts beautiful design from any angle; ▲and the Wind-Free Air Conditioner Gallery, with simple and modern furniture-like design, are highly popular among newlyweds for their stylish designs.

Also, since newlyweds often move, products must be flexibly arranged and used according to the space. ▲BESPOKE dishwashers that can be freely arranged as built-in or freestanding depending on kitchen space; ▲The Plate induction cooktop that can be used anywhere by simply connecting the power cord; ▲QLED 8K with ultra-high definition that can be comfortably viewed even from close distances; ▲and Grande AI, which can be freely installed vertically or side by side depending on the house structure, are perfect products for newlyweds planning to move in the future.

Since home appliances are used for a long time once purchased, hygiene management is important. Samsung home appliances are delicately designed even in unseen parts to be used with peace of mind. ▲Wind-Free Air Conditioner Gallery features automatic cleaning and drying that removes moisture, smart cooling cleaning that cleans the heat exchanger, and an easy-open panel that allows direct panel opening for thorough cleaning; ▲Wireless vacuum cleaner Jet and Jet-exclusive Clean Station block 99.999% of fine dust emissions, so there is no need to worry from start to finish of cleaning; ▲Grande AI dryer strengthens hygiene management with a 3-no (no dust, no residual water, no rust) safe design.

Yoon Tae-sik, team leader of Samsung Electronics Korea Headquarters, added, "Many consumers purchase home appliances solely for themselves for the first time in their lives when preparing newlywed home appliances," and said, "I think the recent sales growth is due to our efforts to ease the concerns of consumers who have many things to worry about and consider because it is their first time."

This content was produced with the assistance of AI translation services.