An Echelon Media Company
Wednesday October 20th, 2021

Like a hit song: How Samsung resonates with consumers


Yohani, the young powerhouse who quickly transitioned from a YouTuber to a global sensation in music, with a genre-breaking force of nature who intermingles pop, rhythm and blues, hiphop and alternative, with fiery yet focused fluidity, has recently signed on as the Brand Ambassador for Samsung Galaxy Z Fold3 5G and Galaxy Z Flip3 5G. We at Echelon Magazine sat down with Yohani, the first Sri Lankan YouTuber to reach two million plus subscribers, to talk about her journey with Samsung and how Samsung has revolutionized the tech industry.

As a popular cultural icon, how do you think Samsung comes up with the next big thing? How important is it in the current context?

I believe that Samsung is a brand that captures the essence of the new trends and variations in the culture among its target audience. This is especially important for a brand due to the fact that its popularity depends largely on the preferences of the audience. So far, Samsung has excelled in capturing what young audiences need and how they want those expectations delivered.

When smartphones first came into being, they did not feature the premium effects that the ones today have. The transition was because of the user preferences of the target audience. The reason that Samsung is one of the most loved smartphone brands today is because of the drive to comprehend and initiate the process of identifying and executing the needs of young millennial and Gen Z consumers.

Something that is mutual to brands and icons is correctly identifying our audience. And Samsung has done it perfectly. This is why they can correctly identify the next big thing and capture it perfectly.

The Samsung Galaxy Z Flip3 5G and Galaxy Z Fold3 5G have been phenomenal successes in Sri Lanka as well as internationally. To what, in your opinion, can you attribute this mass success?

Galaxy Z Flip3 5G and Galaxy Z Fold3 5G represent the next chapter in the foldable category. From a revolutionary expanded screen to the flexibility and versatility of seamless multitasking, from any angle, Galaxy Z Flip3 5G and Galaxy Z Fold3 5G completely reimagine the smartphone experience. With the Galaxy Z series, consumers can unfold their world with revolutionary ways of watching, playing, working, capturing and connecting.

Samsung Galaxy Z Flip3 5G and Galaxy Z Fold3 5G are water-resistant and scratch-resistant and come with the toughest glass on Galaxy, and Armor Aluminum, Samsung’s strongest aluminium frame yet. These new additions have increased these devices durability for everyday peace of mind.

They are affordable and technologically advanced by a large margin, making them more accessible to consumers. Samsung is also offering attractive trade-in offers and pre-order bonuses to sweeten the deal further.

The strong consumer interest in the Galaxy Z Fold 3 and Flip 3 could very well mark the beginning of foldable phones going mainstream.

Samsung seems to have nailed the basics of foldable devices at a lower price tag. It is not surprising that Galaxy Z Fold 3 and Flip 3 have already outsold previous Galaxy Z devices from Samsung.

What attracted you, personally, to the Samsung brand and how do you resonate with the brand’s core messages?

Samsung attracts consumers to its brand based on demonstrated behaviours, as opposed to implementing broad targeting methods. They believe that if a product feature offers a real benefit to the consumer, they will pay attention and engage.

This aspect really interested me because Samsung pays attention to consumer behaviour and therefore are more attentive to what the consumer needs.

The changing consumer journey doesn’t only impact the way consumers are attracted to a brand, it also impacts the way they work, and the way they live. Today’s mobile-first mindset shifts human behaviour. With more freelancers and side hustlers, Samsung has embraced the new age of entrepreneurship by providing solutions to their challenges, and products that benefit the modern-day consumer. There’s a new way of living and a new way of working, and consumers need devices that can support this new lifestyle.

What are your thoughts on the Samsung Galaxy Z Flip3 5G and Galaxy Z Fold3 5G? How do you think they are gamechangers in the technological world?

These two products are equipped with new features and come with enhanced durability that will help the company strengthen its overall mobile phone market leadership and put it on an equal footing with other high-end smartphone leaders.

Samsung is once again redefining the possibilities with foldable smartphones that empower users with the flexibility and versatility needed for today’s fast-paced world, which makes the Galaxy Z Series a gamechanger in the technological world.

How is Samsung targeting the youth with their new releases? How do you think the youth will be attracted to these?

Smartphones are rapidly becoming the centre of our lives, with more and more users desiring access to content and features such as gaming, video and music anytime, anywhere.

Samsung’s focus is on creating products and services that empower people to do more, validating their continued and dedicated focus on the nation’s youth – a generation that is connecting, creating and taking bold steps into the future, now shaped by endless possibilities.

How do you think Samsung challenges the limitations and conquers the next revolution in technology to attract the youth?

Samsung is known for innovations that defy barriers and unlock exciting opportunities for consumers.

People loving bright, colourful things love Samsung phones as they come with the best smartphone display. So, I think Samsung will continue with big innovations around the display as this will attract more consumers and deliver the next best thing.

Samsung loyalists have long placed multitasking capabilities at the top of the list when it comes to Galaxy devices.

Galaxy smartphones leverage crisp, expansive screens to give users a variety of options for working across multiple apps, and each subsequent generation has further refined the multitasking experience. I hope Samsung continues innovating in these areas and beyond to revolutionize the technological space in a short span of time.