Samsung

Samsung #ToTheMakers

BRIEF

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.

INSIGHT

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 when making purchasing decisions. And over 60% of them will try a product recommended by an influencer.

IDEA

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

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Also see our blog post about the campaign and Adweek's coverage from May ’13.