Samsung AOR
B2C | Client: Samsung | Market: Singapore | Scope: Social
Beyond highlighting our products, our goal was to transform social media into a place as dynamic and fascinating as the stories our innovative technology helps create.
OBJECTIVE
Social media enthusiasts, particularly Gen MZ who sculpt their digital narratives on Instagram and TikTok. Social media isn't just a scroll for them, it’s a stage for self-expression, community, and staying connected.
TARGET AUDIENCE
Samsung Singapore is not just facing stiff competition with smartphone brands like Apple and Google. As a consumer electronics brand, we also have to compete with brands like Prism+ and LG for displays; Smeg for fridges; and Philips and Dyson for home appliances. Yet we saw that every competitor was merely touting products and benefits. So the opportunity is clear;
1. Tell product stories that are consistently fresh
2. Embed Samsung into the fabric of our audience's lives
CHALLENGE
CREate amazing every day
It isn't a tagline—it's a guiding principle for what we do on social media.
We imagined daily life as a canvas for magical moments. "Create Amazing Every Day" is about acknowledging the universal desire to infuse magic into routine—a desire we're here to inspire.
We brainstormed, scripted, filmed, and edited a unique collection of original short- form videos, seamlessly aligned with our social media strategy; 1. Samsung’s Ecosystem 2. Samsung’s World 3. Samsung Event 4. Community Engagement
THE RESULT
TikTok: 9,630 to 14,656 followers by end 2023, a 52% surge.
Instagram: 69,000 to more than 76,000 followers by end 2023
AWARDS
This campaign was submitted for Markies Award 2024 and is currently shortlisted for the Most Creative – Social Media
