SAMSUNG
Engaging Gen Z Creators with Samsungβs "Make" Series
Challenge:
Samsung faced stiff competition from Apple in the younger mobile consumer market. With Gen Z heavily influencing trends and dominating platforms like YouTube, Samsung needed a way to resonate authentically with this audience. The goal was to position the Samsung Galaxy as the ultimate tool for creativity, appealing to Gen Zβs passion for self-expression and innovation while leveraging YouTubeβs massive global audience of 1.8 billion users.
Solution:
Samsung introduced the "Make" series, a docu-style content campaign that highlighted real creators using Samsung Galaxy devices to fuel their creativity. The series featured notable influencers like Issa Rae and Nigel Sylvester, who shared personal insights into their creative processes while showcasing Samsungβs technology in action.
By focusing on relatable storytelling and authentic experiences, the campaign built a connection between the brand and its target audience. The "Make" series demonstrated how Samsung empowers creators to bring their visions to life, reinforcing the brandβs commitment to innovation and creativity.
Results:
- Strengthened brand relevance among Gen Z creators and consumers.
- Enhanced brand perception as a champion of creativity and innovation.
- Amplified awareness through YouTubeβs extensive audience, directly engaging the next generation of mobile users.
The "Make" series proved to be a powerful strategy, successfully positioning Samsung Galaxy devices as the preferred choice for young, tech-savvy creators while fostering a deeper connection with the Gen Z community.