FRUM

In the early 2000s, Samsung Electronics launched independent brands such as Pavv and Zipel in the Korean market as part of its premium product strategy. However, in 2010, because of the increased global status of the master brand “Samsung,” the independent brand strategy was revised into a master brand strategy that would display Samsung together, and in accordance with this, the need to provide a consistent experience through the integration of the scattered websites emerged.

FRUM actualized the issues using current status analyses, such as interviews with the people in charge, analyses of operational processes, analyses of the brand websites, analyses of online trends and competitors, analyses of consumers, etc. Based on the problems identified, we established strategies for the integration of brand websites within the Korean website of Samsung.com, including information architecture design, content transfer measures and function design, and visual identity integration strategy. A total of 7 brand websites were merged into the Samsung.com Korean website, in two phases in 2010 and 2011.

Through this, we transformed Samsung.com into a social hub and expanded communication channels with users by linking the website closely with social media that reflect the changes in the digital marketing environment and providing a consistent brand experience.