How Samsung seeded its televisions through Douyin home tours for 618

Samsung positioned the television as part of the home’s design rather than a conventional appliance. From 30 May to 18 June 2024, twelve creators published thirteen videos under “大电视真香” (Big TVs Are Amazing), using room tours and lifestyle vlogs to place Samsung Art TVs, Gaming TVs and OLED TVs in polished interiors. The themes “宅家氛围感” (cosy at-home atmosphere) and “艺术感小家” (an artistic little home) supplied the emotional hooks, while exterior design, art-led decoration and big-screen immersion carried the product story. Buying-guide segments added practical value and performance cues without turning the videos into specification lists.

The campaign addressed affluent urban women who care about interior aesthetics, at-home atmosphere and everyday rituals. Couple, gifting and daily-home scenarios broadened the use cases, with friend-style recommendations providing reassurance. For 618, spoken calls to action directed viewers to search Tmall or JD.com for Samsung TV listed products. The offer combined light markdowns or gifts with a trade-in subsidy of up to ten per cent, and used no countdown pressure or offline activation.