INFLUENCER IRL: THE COLLECTIVE

BRAND: Samsung • CATEGORY: Brand Strategy / Partnerships • KEY CONTRIBUTION:  Strategy lead / Talent Procurement & Management

CHALLENGE:

In 2016 Samsung Note 7 devices were exploding leading to a decline in brand trust and consumer sentiment

GOAL:

  • Rebuild Trust and Brand loyalty
  • Humanize the brand and become and Inspiration platform
  • Establish a variety of ways to reinforce product superiority and communicate the value of the ecosystem

STRATEGY

  • Use Celebrity and Influencers to inspire consumers to create with Samsung technology
  • Integrate IRL experiences showcasing devices functions 

BRAND MISSION:

We make the things that can’t be made, so you can MAKE the things that can’t be done.

STRATEGY:

Communities are the strongest way to drive better relationships with current and potential customers

THE APPROACH:

  • Create content with clearer value and relevance to our audiences
  • Less transactional engagements that can be sustained over time

INTRODUCING: /make

A new community platform from Samsung that gives the next generation of creators the tools to /make it bringing together established creators and up-and-comers for a new series that:

  • Inspires and Informs on the creative process
  • Showcase the entire process done with the Galaxy
  • Partner with creative influencers  that resonate with Gen Z and involve them in the creative process

RESULTS: 

• 38M views and 1.9B total impressions in 3 months

• Apple owners were +15% more likely to purchase Samsung as their next phone

• The platform recognized with a Webby and Shorty Award

OPPORTUNITY:

Introduce the /make platform IRL to the creative community to inspire and engage the next generation and generate earned media amongst the influencer communities via social #GalaxyLife

STRATEGY:

Using the country’s premier contemporary Art festival as the creative backdrop host a series of events to showcase the brands’ platform initiatives to Inform, Inspire and Engage 

INFORM: /make Brunch

  • The /make Creators all joined together for the first time to have a conversation about the episodes that they each made with Samsung technology and the overall creative process.

INSPIRE: The Collective Dinner

  • Fostering new and existing relationships Samsung hosted a dinner for Collective Members (Influencers) extending invites to new potential members showcasing new branded content.

ENGAGE: SAMSUNG After Dark 

  • Samsung hosted an invite-only Art Basel event at the private estate of entrepreneur and Samsung advocate Wayne Boich for an intimate party event that featured special live performances by Rick Ross and Travis Scott.

APPROACH:

Through device seeding, we built a community of advocates and expanding our community via referrals. By equipping our Collective Members with the product, they were able to tell our brand story.

OPPORTUNITY:

  • Retool and  Relaunch the Influencer strategy and product seeding
  • Use brand influencers to inspire consumers to create with Samsung technology
  • Integrate IRL experiences showcasing devices functions

STRATEGY:

  • Empower our partners with the newest technology and services to tell their “Do What You Can’t” stories, so they can tell the brand story
  • Implement a targeted approach to service communities and include an ecosystem of brand products
  • Membership based platform