We were tasked with differentiating Samsung, a historically functional brand, from the likes of Apple, that has spent decades amassing brand love and cult-like status. Our audience was millennials.
Technology has transformed the millennial generation into a generation of makers - using nothing more than their creativity and their smartphones. How do they decide which smartphone? Our research showed millennials overwhelmingly rely on referrals when making purchasing decisions. And over 60% of them will try a product recommended by an influencer.
To The Makers is a branded community of Samsung-using and loving influencers who would not only spread the Samsung philosophy of Do What You Can’t to their audiences, but also engage their audiences around new Samsung products.
- One of Australia's leading brand influencers platforms
- Over 3.8 million engagements on social
- Led to a 3% increase in brand preference for Samsung mobile