Samsung's challenge: unions with Gen-Z
That is why Samsung decided to strengthen ties with Gen-Zers in the Benelux. They make products that perfectly match the environment of these digital natives. For productivity, but also to relieve stress. And that should be more in the spotlight. Samsung's goal was to build a brand universe where Gen-Zers would love to stay. So creating a real, authentic connection. And that's where our work started.
Our strategy: taken from life
To launch a campaign that not only reaches but really appeals to Gen-Z, we first had to find out what concerns this generation. What do their days look like? What do they have to deal with? What do they find important?
Studying quickly emerged as an important theme. Many Gen Zers are still in the middle of their studies or are about to graduate. So they know block stress better than anyone else. Because those who study together or alone—both online and offline—feel the same pressure to study. And there was potential in that. Because Samsung not only has products to support students who are blocking, they also attach great importance to students' mental health. So we made Samsung Gen-Z's favorite block buddy.
To do that, we set up a campaign on the Samsung, YouTube, Instagram and TikTok websites, supported by paid social ads. The campaign was based on three different types of content.
- For example, we created a series of animated loops with lo-fi beats that reduce stress and promote concentration.
- We also engaged creators to organize collective block sessions. Because studying together is not only good for productivity, it's also just a lot more fun.
- In addition, we've also developed microcontent for Reels, TikTok, and Shorts, where creators share their best block tips, take mindfulness breaks, and share their motivation with Gen-Z students.
One triple threat for the blocking student. And that paid off in no time.
Authenticity pays off
Because we started from the interests and needs of Gen-Z people, this campaign fits perfectly into their environment. By making studying a social event and giving students the opportunity to share it with others, we forged strong, sincere ties between creators and students. Of course, Samsung was also featured — creating awareness was the goal, after all — and that's why we launched targeted ads. By giving the content that was genuinely relevant to the target group a small boost, we put Samsung in the spotlight as a brand in an impactful way. And that worked, because after the successful campaign, we were allowed to repeat it for a campaign in the Netherlands. Who would have thought that studying could be such a positive experience?
Credits
- Strategy, concept and project management: Chase - Annelies Droesbeke, Ioni Villanueva, Hanne Van Vlaenderen
- Talent Manager: Amir Motaffaf
- Music Manager: Ufuk Demir
- Animator: Aykan Umut
- Editing: Michael Chin, Tom Desplechin
