Campaign details
Brand: Samsung Galaxy A Series phoneAgency: Starcom
Campaign Summary
We devised the first worldwide TikTok hashtag challenge from a brand for Samsung's Galaxy A phone. Using a no bullsh*t approach and in partnership with K-Pop phenomenon BLACKPINK, we got millions dancing to our product benefits, resulting in 5 Million UGC creations and a double-digit increase in purchase intent.
Campaign Goals
In a crowded and stagnant category, our objective was to build positive brand perception and product interest for Samsung's Galaxy A Series phone among Gen Z, making it top-of-mind when they make their next phone...