Executive summary
This is the story of unconventional thinking prevailing.
The convention within the smartphone category is that the product with the best specs, or best price, wins. The convention is that Gen Z is "hard-to-reach". The convention is that Apple is unbeatable.
Our campaign, #SubtlySponsoredPost, exceeded expectations and upended all conventions. It connected with an audience that had become cynical and tired of confected 'authentic' influencer posts and, in doing so, it helped Samsung overtake Apple to dominate the mid-tier smartphone category.
Challenge, objectives and strategy
What was the strategic communications challenge?
The new Samsung Galaxy A:...