This campaign was all about making Samsung Galaxy a key part of the cultural conversations that matter to Gen Z and Millennials. The goal was to seamlessly integrate the brand into trending moments and social movements that align with their lifestyles and values. By doing so, we aimed to highlight the unique features of the latest Samsung Galaxy products in a way that felt organic, ensuring the brand stayed top of mind when consumers were considering new devices during Q4 of 2024. Ultimately, the objective was to create lasting relevance and drive brand awareness through strategic cultural engagement.
Research: Gaining Data-Driven Insights
To set the stage for success, we dove headfirst into the world of trends, demographics, and data to find the right conversation. It wasn’t just about jumping on any trend—it had to be a real trend, not a passing fad. And of course, it needed to resonate with the right people. Our research told us that cooking was a consistent and engaging topic, especially as the winter season approached. We discovered that:
Strategic Approach
Armed with these insights, we quickly realized that cooking was the perfect cultural space for Samsung Galaxy to step into. The rising trend of AI in the kitchen was aligning with the holiday season, and the features of the Galaxy Z Flip6—like Flexcam and Circle to Search—were made for moments in the kitchen. Flexcam allowed for hands-free recipe browsing, while Circle to Search was ideal for quickly finding information on unfamiliar ingredients. Plus, cooking influencers were becoming major players in content creation, making this a natural fit for Samsung Galaxy's focus on creator-driven products.
So, our strategy was clear: engage Gen Z and Millennials who were excited to cook this winter, using influencer-driven content that tapped into the rising trend of AI-powered food tech, all while showcasing how Samsung Galaxy could be the ultimate cooking sidekick.
Execution: The Big Idea
To make a splash in the cooking space, we decided to create our own short-form cooking show. The timing was perfect: airing just before Thanksgiving, the show would build excitement for Samsung Galaxy right before the big shopping events like Black Friday and Cyber Monday. The show would bring together our Team Galaxy influencers and well-known chef influencers in a one-day, one-meal-only cooking competition.
The challenges were a fun and functional blend of food and product features, like using Galaxy AI to overcome kitchen obstacles and create unique dishes. Each episode would end on a cliffhanger to keep viewers coming back for more.
But we didn’t stop there. We encouraged our influencers to share behind-the-scenes content and use the Galaxy Z Flip6 to highlight specific product features in action. This created buzz and drove awareness, attracting new audiences through the cooking creators we collaborated with.
Additional Engagement:
For those who wanted more, we also released a longer version of the full competition on YouTube, offering a more in-depth look at the action for viewers craving the full experience.
In the end, the strategy was as fresh as the dishes we were cooking up: a cultural, influencer-led campaign that highlighted the Samsung Galaxy as a tech-savvy companion for any kitchen, all while staying true to the latest trends.
The content series exceeded expectations, generating 6.2 million impressions, far surpassing the original goal of 1.2 million. This innovative debut, featuring a unique cooking theme, creative integrations, and a combination of Team Galaxy and new influencers, was met with strong excitement and positivity. Viewer sentiment remained high, signaling we're on the right track with our first owned project and first connected series. Cross-promotion was a key factor in driving continued viewership, which linked influencers to the organic social Samsung account and vice versa, ensuring a seamless experience for viewers. This strategy resulted in sustained engagement, particularly for Organic Social channels, which usually see stagnation after three days.
In short, this campaign wasn’t just a win—it was a game-changer. With millions of impressions, lasting viewer engagement, and a buzzworthy debut, we showed that Samsung Galaxy is ready to lead the way in cultural, creator-driven content.
