Samsung

The Objective

Global smartphone brand Samsung recently unveiled its latest cutting-edge series – the Galaxy Z Fold3 | Z Flip3. Not surprisingly, the new series was a global phenomenon upon launch. In particular, this highly-anticipated next generation of Samsung’s smartphone aimed to make foldable phones more accessible to Millennials and Gen Z. With these goals in hand, Samsung set out to scale its exposure and engage its youthful audience through a platform that would rally them under one inspiring statement, reflecting Galaxy Z’s attitude and core mindset: make the impossible possible. Or in Samsung's words, the I'Mpossible Generation.

The Solution

I'Mpossible Generation is a concept created by Samsung to describe and celebrate a young tribe of Vietnamese who dare to push their boundaries and unfold new possibilities in all of life’s moments. A generation that unfolds its creativity and productivity even when the world is on hold, and creates its own trends while others are just following.

Samsung Galaxy Z Fold3 | Z Flip3 was introduced as the pioneer to kickstart the I'Mpossible Generation movement, and TikTok became the main channel to show the world who they are and what their mindset and lifestyle is all about. Through the Branded Hashtag Challenge #VuDieuGapMo (Folding Dance), users were encouraged to dance along, or even create their own new moves.

The challenge strengthened Galaxy Z’s brand recognition through key identity cues. With a Branded Effect, users were encouraged to use hand gestures to trigger the fold/unfold transitions. The music featured a memorable and catchy jingle which included the key message and product USPs in the lyrics, driving brand awareness. The signature visual identity, the letter Z, also appears at the end, along with eye-catching brand cues, leaving a bold impression on audiences.

To encourage participation, Samsung sweetened the deal by offering a chance to win major prizes for the best submissions, including a Samsung Galaxy Z Flip3 or a Samsung Galaxy Watch 3. To promote and drive visibility for #VuDieuGapMo, Samsung collaborated with popular TikTok creators, who joined the challenge and demonstrated the cheorography to users, allowing Samsung to tap into these creators' massive follower base.

But that wasn't all. To maximize the campaign’s reach, Samsung launched a holistic strategy that reached audiences through multiple touchpoints. This included running Brand Takeover, TopView, One Day Max In-Feed Ads, and Reach & Frequency ads. On top of this, Samsung's challenge was promoted within TikTok’s Discovery page as a featured Banner and as part of the # In List, which drove audiences to the brand’s Hashtag Challenge page.

The Results

The campaign was a resounding success and exceeded most benchmarks. Samsung saw a 14% uplift in sales as compared to its target and achieved No.1 market share in the premium segment in September 2021 according to research done by GFK Vietnam.

But that wasn't all. #VuDieuGapMo even ended up in the record books as the fastest campaign to reach 1B views in Vietnam – achieved in only two weeks. The campaign also saw a total reach of over 30.9 million, spreading the Galaxy Z Fold3 | Flip3 campaign message to users widely across Vietnam. Samsung’s use of multiple TikTok ad solutions combined with their collaboration with TikTok creators was the key to the campaign’s success, and crucial to sparking the campaign’s virality. And the added incentive of new Samsung devices as prizes was exactly what Samsung needed to drive a high number of participants, who collectively contributed 259,800 videos, exceeding expectations.