Samsung: #ShareTheStage

Zanna Wharfe, Jenny Barthe, Andre van Loon, Ross Taylor

Leading smartphone producer Samsung created an audience-led campaign that increased its appeal among a wider audience in the UK.

Campaign details

Brand: SamsungBrand owner: SamsungLead agency: We Are Social, StarcomCountry: United KingdomIndustries: Mobile devicesMedia channels: Social media, Virtual & augmented reality, Word of mouth, advocacyBudget: Up to 500k

Executive summary

Our challenge was to turn Samsung into a brand that a wider audience, especially young women, would be proud to own. We needed to strengthen brand perceptions and advocacy, and we decided to do so by focusing on shared social music experiences.

To drive deeper brand engagement at scale, we brought the summer festival experience to a wider...

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