In support of MZ's need to self-express, we saw the burst of a social trend “Flexing" being the hottest MZ's slang, adopted by many celebrities & stellar MZ showing their unique personalities. There was even a social community for it (Flex đến hơi thở cuối cùng). This was triggering a parade of self-achievement.    

Though there existed a gap.  

Because while talented people were showing off & having fun, our everyday MZ & many subcultures still shied away, or had limited opportunity to be seen. It is not a true trend without everybody joining in from everywhere.    

There was still a chance. A great chance waiting to be activated.  

With the most diversified generation who are proud of their own version, comes along numerous subcultures. And within each subculture, there are undoubtedly MZ influencers who can act as the bridge connecting brands and audiences. These are also the best people to reclaim the mic & express their self-labels without being extravagant or too established to flex. They are genuine & on the path of defining themselves, just like a regular MZ.    

This is going to be how Samsung can INSPIRE our MZ, helping them NAME their self-labels & CLAIM them proudly.

We are here to declare our self-labeling mission, not brands, not other people, but us.  

We’re poly-hyphenate creatures that roar our unique expressions, special individuals that come together under the waving flag of "Samsung x You” campaign.    

SAMSUNG GHI NÉT - FLEX ĐẬM CHẤT RIÊNG    

OUR SELF-LABELING MISSION helped MZ overcome shyness and gave them tools to flex effortlessly and show their expressions to the world.    

To achieve that, co-creation content was the heart of the campaign. Whether it was celebrity, influencer or MZ from subcultures, they would be able to inspire, name and claim their own versions in their own terms.    

Hence, 3 crucial steps to our campaign:  

1. INSPIRE our MZ: The beloved MZ idol - Wren Evans, the trailblazing albino model - Quỳnh Ngô, the nation's swimming pride: Ánh Viên & the chameleon actor: Lâm Nguyễn set out to tell their own proud stories & claim their self-labels  

2. Helping them NAME their self-labels: A self-labeling playground for everybody to get their flex on with the interactive tool that was a Capcut template - the MZ way of creating content  

3. CLAIM them proudly: An immersive live event, featuring a variety of unique and interactive activities to celebrate all of the contents we have created together

In detail, the campaign was carried out with care for the mass reach & resonance to Gen MZ & their relevant subcultures. CONTENT came to every touchpoint of Gen MZ throughout the self-labeling journey.    

Let's start with THE INSPIRATION CONTENT through launching the “Ghi nét" Anthem with 4 key influencers - the self-labeling people who are best at flexing their uniqueness, representing 4 relevant subcultures of Gen MZ:    

- The beloved MZ idol: Wren Evans who is a good boy but specializes in breaking new ground in life and music (Subculture: Entertainment)  

- The trailblazing albino model: Quynh Ngo. Not letting the disease become a barrier for her, she still strives to diversify colors in each collection (Subculture: Fashion)  

- The nation's swimming pride: Anh Vien. The woman is determined, trying hard to reach glory and has projects to help society (Subculture: Sport)  

And the colorful actor: Lam Nguyen who has an irresistible charisma, diverse in every role to always affirm his talent. (Subculture: LGBT)    

MZs were inspired everywhere. Started from Facebook, Youtube & spread to Instagram Reels, TikTok with short-forms to Billboard (OOH) for mass reach.    

It's time to NAME IT, which gave them the chance to create their own self-labeling CONTENT.  

By kicking off the contest with a Capcut template with the Anthem sound that can help them join to create their unique content without much effort.    

This is their playground, where they can flex any personality on their preferred short-form platforms like TikTok, Instagram Reels, and Facebook Reels - where they feel comfortable and confident to showcase it widely, across various subcultures.

Finally, proudly CLAIMING your CONTENT  

Where you can show yourself-labels to the world    

We brought the Personalization Playground from online to offline by an event, celebrating personalized contest entries and curating immersive experiences brought Gen MZ into the world of "Personalization" in style.    

Throughout the campaign, from 4 key Influencers, micro influencers, communities to everyday Gen MZ in many diverse subcultures join together and spread this spirit of personalization.

Our time to flex!  

Personalization Playground was a huge hit.  

And gained more 3M positive interaction from MZs  

(They love our campaign, they were inspired and feel confident to “Ghi nét" with us))    

The self-labeling contest soared to 129M+ views and 103M+ reach in just a month, with:  

- 1000+ contents were created with #SamsungGhiNet  

- 590+ self-labeling participants (from celebrity to everyday Gen MZ joining with us)  

- 67+ Influencers flex their uniqueness into 6+ subcultures    

Don't stop there, the event also has big attraction:  

- Gained 940++ registrations  

- Workshops were packed, with 100% attendance.    

And that's not all.  

Samsung Vietnam achieved the highest content performance on SEAO.    

It's your turn to “Ghi nét"!