#SubtlySponsoredPost: How Samsung overtook Apple in a-not-so subtle way

Samsung, an electronics brand, connected with an Australian audience that was tired of 'authentic' influencer posts through a comedic music video and a mocking sponsored post.

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 th

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