Celebrity Partnerships

BRAND: Samsung • CATEGORY: Brand Strategy | Partnerships • KEY CONTRIBUTION: Strategy Lead | Talent Procurement & Management

 

CHALLENGE:
Establish technology-enabled partnerships with celebrities, influencers, and brand partners who have emotional bonds with their communities and provide them with the tools to defy barriers to ultimately “Do What You Can’t”.

CONTEXT:
Apple and Google Pixel owned innovation and the Samsung brand didn’t have relevance amongst consumers outside of being affordable and dependable and Green Bubble texts.

STRATEGY:

• Build a Global community of passionate celebrities and influencers who desire to CREATE and INSPIRE.
• Support our partners’ passion projects to drive cultural buzz, build loyalty and deepen engagement

Established a partnership with the multi-hyphenate actress, writer, director, and producer across various endeavors, including her 1st Emmy nomination and her episodic interview series “A SIP” with Issa interviewing the industry’s top Creators of color. Through Issa’s audience, Samsung established a deeper connection with African-Americans and millennial women. Issa served as a vehicle to connect Samsung to the REST OF US: Hollywood’s multicultural creative community who are the next class of Creators, Makers, and Do-ers.

Originally gaining recognition on YouTube and Vine, Jack & Jack are creators in their own right, telling their Do What You Can’t story as they make a name for themselves in the music industry. The partnership touched multiple brand channels and various marketing initiatives, including Original VR/36O content directed by renowned music video director Emil Nava, product placement, production, social media, in-person appearances, pop-up tour and retail partner extensions. 

The multi-layered partnership with Travis Scott –   Global TV commercial and UGC with the gaming superstar Ninja, both of which centered around the Fortnite capability of the Note 9. Fans were able to submit their best Fortnite gameplay moments for a chance to win the opportunity to play with Ninja and his celebrity squad (Ninja, Travis Scott, and Awkwafina) on Ninja’s Twitch feed. Travis’s latest album Astroworld reached #1 on the Billboard charts and was proven to be one of the biggest releases of the year.

Samsung’s partnership with BMX athlete and Creator, Nigel Sylvester was impressive. Arming Nigel with a Samsung device gave him a vital resource to produce evergreen content that he can share socially and support his passion projects. His content inspires his following on the capabilities of Samsung technology and continues to be amplified across social channels and publications. Samsung supported Nigel across a variety of creative endeavors in 2018, including GO – London and Paris, GO – Miami, Air Jordan Sneaker Launch, and /make.