Smart Home Hub 2 Launch
on Samsung.com

Role

Senior Manager, Brand & Content Marketing

Scope

Samsung.com PDP

Paid Social

In-app Messaging

Organic Content

Influencer Content

  • Market a non-SmartThings product while keeping SmartThings central

  • Help users understand why a hub matters + encourage them to add compatible SmartThings devices to their hub

  • Build trust in a new marketplace model for third-party devices

Strategy

  • Platform-first positioning: Frame the hub as the engine behind SmartThings

  • Audience-based messaging:

    • Pre-sale (technical credibility)

    • Post-launch (lifestyle benefits)

  • Narrative shift: From setup and specs to real-life outcomes

Messaging Framework

Core Claim:
SmartThings becomes more powerful with the right foundation.

Pre-Sale (Enthusiasts)

  • Focus: Performance, compatibility, future-proofing

  • Message: “Build a smarter, more scalable home.”

Post-Launch (Broader Audience)

  • Focus: Comfort, automation, wellbeing

  • Message: “Your home adapts to you.”

Proof Points

  • Matter, Thread, Zigbee support

  • Faster processing + local control

  • Seamless device connectivity across brands

Execution

The campaign launched across multiple touchpoints designed to introduce the product, drive users to Samsung.com, and educate users on lifestyle benefits.

Pre-Sale
Focused on credibility + urgency with smart home enthusiasts

  • PDP, paid social, in-app, and community rollout

Paid Social (Reddit / Meta):

“Serious about building your smart home with Matter & Thread? So are we.”
“The Aeotec Smart Home Hub 2 unites Matter, Thread, and Zigbee in one device — built to grow your setup your way.”

In-App Messaging:

“Ready to grow? SmartThings can do more with Hub 2: Built for Matter.”

Launch + General Sale
Shifted to benefits-driven storytelling to reach a broader audience

  • Paid ads, influencer scripts, organic, blog, and in-app cross-sell

Campaign Pivot (Sleep Narrative):

“Smarter sleep starts at home with SmartThings.”

Paid + Influencer Script:

“From light, to temperature, to humidity, your environment impacts your sleep. SmartThings helps you understand it, then automatically adjust it.”

Lifestyle Reframe:

“All you have to do is go to bed. Your home handles the rest.”

Outcomes

  • Drove traffic and conversions to Samsung.com PDP

  • Helped launch third-party commerce within SmartThings Store

  • Shifted perception of SmartThings from:

    • Product to platform

    • Utility to lifestyle enabler

Copy Highlights

Headline: “Whether you’re a smart home pro or just getting started, the Smart Home Hub 2 is your central command center.”

Paid Ad Messaging: “Serious about building your smart home with Matter & Thread? So are we.”

Influencer Script Excerpt: “Lately, I haven’t been able to get a good night’s sleep. No matter what I did, I ended up tossing and turning and waking up exhausted. It really put a strain on my day-to-day. That all changed when I started using the Sleep Environment Report feature in the SmartThings app. All I needed was the Aeotec Smart Home Hub 2 and Eve Weather Station. “

Challenge