BRAND:
Samsung
AWARD CATEGORY:
The Best Influencer Strategy
CAMPAIGN TIME RANGE:
1/10/2023 - 31/12/2023
CREDITS:
Circus Digital
CASE STUDY VIDEO
STRATEGY
In 2023, Samsung as a master brand needed to solidify our brand preference & sentiment by strengthening Proud-to-own attribute & stand for personalization value that is truly embraced by our Gen MZ (18-34 years old Millennials & GenZ) core audience.
To Gen MZ, we could translate that into a prominent need of proud-to-be-your-own-version. As they are the liveliest generation the world has ever seen, being comfortable in their own skins while boldly defining their own values. This comes with a deep-seated desire to express themselves, to be seen & recognized.
However, the mass media has stood in the way of this. Extravagant headlines & made-up names trying to define this generation just end up labeling MZ, pigeon-holing them into another false media definition.
Samsung wants to steer away from that.
But rather, as a brand built on Personalization offerings, we want to truly embrace & empower Gen MZ. By embarking on a self-labeling mission to celebrate a generation of diversity. It’s all about taking back the mic to give it back to MZ.
To succeed, our core strategy was to band together with the best self-labeling Influencers.
Our influencer strategy sets a different tone from other campaigns out there - where mass KOLs are paid to talk from Brand’s voice, amplifying Brand’s message. With this campaign, when we joined forces with influencers from diverse subcultures, we just want them to stay true to themselves & become an enabling factor for Gen MZ to comfortably do the same.
So that the collaboration of Samsung X You can become where MZ, influencers & subcultures can freely express our self-defined labels.
INSIGHT
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.
CREATIVE IDEA
With MZ & influencers from diverse subcultures, 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 with Influencers as a core strategy to reach all of them in many subcultures has an extra special tactic: DIVIDE AND CONQUER
It is to Divide our Influencers to Conquer the most diversified generation in many different MZ's relevant subcultures, starting with 4 key KOLs, then expanding the influencing wave in scale & depth.
For the self-labeling mission to go live, these 3 steps are crucial:
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
CONNECTION PLAN
In detail, the campaign was carried out with care for the mass reach & resonance to Gen MZ & their relevant subcultures. Our influencers play a crucial role throughout the self-labeling journey of Gen MZ.
First, INSPIRATION. We launched the “Ghi nét" Anthem with 4 key influencers who had their self-labeling abilities into 4 relevant subcultures of Gen MZ to crush their fears and boost their flexing spirits.
- 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.
Coming to NAME IT
We brought them the opportunity to create self-labels - the truest one by kicking off the contest with a Capcut template - a trending tool of Gen MZ to create their own contents to show their personalities. Through that, we helped them join “Ghi nét" without much effort.
After inspiring, 4 key influencers take the lead in recruiting a series of micro-influencers who represent diverse subcultures (Dance, Travel, Fashion, Content Creation,...) to amplify our thematic message and participate in the self-labeling contest across any short-form platform, from TikTok and Instagram Reels to Facebook Reels - where they feel comfortable expressing themselves.
Finally, welcome to CLAIM IT
Where you can proudly show your self-labels to the world
Together, Samsung & our Influencers in many different subcultures 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.
OBJECTIVE-BASE KPI
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
- 67+ Influencers flex their uniqueness into 6+ subcultures
- 590+ self-labeling participants (from celebrity to everyday Gen MZ joining with us)
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"!
