Gen MZ have branched out of the norm-conforming perfectly-crafted image & are now experimenting with different ways to curate and unveil their fluid identity. They are constantly exploring who they are and how to live their life. This affects how they define and get inspiration from authentic influencers who are open about their embracement of self-exploring journey.

“Curate your Flex Mode”- Linh Hoạt biến hoá in Vietnamese Galaxy Z is the perfect partner for Gen MZ’s flexible mindset, who keep experimenting, transforming to find different sides of themselves. The campaign was all about connecting with Gen MZ, and the best way to do that was through influencers who truly represented them. Each influencer had a unique story and passion point that made them perfect for spreading the campaign message. Chau Bui, one of the hero influencers, was chosen for her aspirational and genuine personality. Her video showed how the Galaxy Z Flip4 Fold4 had transformed her life, enabling her to switch easily between different roles throughout the day. From an early bird to a wellness enthusiast to an edgy fashionista, Chau Bui showed how the phone had made it all possible. Binz, another hero influencer, was chosen for his multitasking and creative blocks. He highlighted the Z Fold4's big screen by drawing on it like a canvas and watching YouTube while also reading comments and taking notes. Thảo Nhi Lê was chosen for her passion for beauty and fashion, which perfectly aligned with the campaign's focus on self-discovery. She was able to experiment with new versatile outfits using Z Flip 4 as an inspiration and a chic accessory beyond a phone. Over 200 micro-influencers were selected to represent the fluid identity of Gen MZ. They were chosen for their ability to inspire others to embrace their unique identities and curate their own journey of self-discovery. Throughout the campaign, influencers held a distinctive role in each phase, from creating curiosity in the Tease phase to boosting product desirability in the Launch phase. They encouraged Gen MZ to experience FlexCam ability and capture their fluid identity in multiple angles with the Hashtag challenge #FlexEveryAngle. In the Sustain phase, influencers connected Gen MZ with the brand spirit by encouraging them to discover their strength and weakness in numerology on “Z Flip4 Numerology Limited Edition” Microsite. The campaign hoped to inspire Gen MZ to embrace their unique identities and curate their own journey of self-discovery

The success of the campaign can be attributed to the strategic utilization of social media channels and influencer marketing. By combining various platforms and working with influencers who truly represented Gen MZ, the campaign was able to effectively connect with its target audience and showcase the best of each channel. During the Tease phase, hero and macro influencers generated excitement around the new Z Flip/Fold by providing a sneak peek of their first experience with the product at the US Creator Lounge. This created buzz around the product's fluid identity and built anticipation for the Unpacked events. In the Launch phase, key influencers demonstrated how the Galaxy Z's flexibility attributes transformed their lives, making the target audience excited for this disruptive innovation. Micro influencers also joined in to encourage users to switch to Galaxy Z by showcasing how the product seamlessly integrated into their lives and made them effortlessly cooler. Influencers also encouraged Gen MZ to showcase their unique style through the #FlexEveryAngle hashtag challenge, with 11 influencers serving as key initiators. The campaign utilized various social media platforms such as Facebook reels, Tiktok, and Instagram albums, with each influencer adding their own twist and showcasing their personal lifestyle. The most successful influencer content was utilized as testimonials on digital channels to increase consideration and purchase intent. Through effective communication and collaboration with influencers, the campaign successfully encouraged Gen MZ to embrace their individual identities and curate their own journey of self-discovery with the Galaxy Z Flip4 Fold4.

Total campaign engagement: 36,700,000+ HTC #FlexEveryAngle inspires hundreds of UGC videos and other 64.3 billion views on Tiktok High GenZ (18-24) recruitment: User profile of Z Flip4 (18-24) dramatically increassed (from 17%->41%), based on FBAI end of Sep'22 PTO metric (proud to own) for Z Flip4 improved significantly from 67 -> 98 Boost consideration & purchase intent for Z Flip4 (BAS report): x2 vs last model (Z Flip3) Switching rate from main competitor to Galaxy Z Flip4 has reached 1.3 compared to last model