Background and context

With stiff competition from Apple, Samsung needed to reach the next generation of mobile consumers by shifting attention from the iPhone and encouraging reconsideration of Galaxy. But how do you connect with a generation who tunes out traditional advertising? Gen Z, more than other consumers, wants brands to make something closely aligned to their interests. Samsung saw an opportunity to break through to the Gen Z generation by creating value and tools to fuel these young consumers’ passions.

Campaign objectives

The goal of “/make” was to build relationships with Gen Z creators to grow the brand and business through increases in brand perception, consideration, and brand loyalty. To demonstrate why Samsung has the best phones for creating, they shifted away from traditional ads and crafted an editorial series that teaches and inspires Gen Z creators. From there, Samsung needed to raise awareness of their “/make” initiative.

Creative strategy