They wanted to sell more tickets by getting more engagement on social media.

Samsung operated in a highly competitive market for mobile phones. In Asia, there was always stiff competition with Chinese phone makers, and of course, Apple. For their flagship phones, it was necessary to stand out from the competition, with unique and highly visible formats in a cluttered, highly competitive environment, but it was even more important to approach the campaigns with a strong conquest approach.

They were scaling their paid media campaigns but they weren't profitable enough

Turn criteo.com into a demand generation machine in preparation for it’s self-service ads.