Samsung Galaxy A: #danceawesome

The Samsung Galaxy A-series was designed for Gen-Z, a generation that grew up on their phones and was highly sensitive to advertising BS. 

We identified the three things they cared about most—an awesome screen, awesome camera and long-lasting battery life—then we gave it to them straight by turning those exact words into a song, and a dance on TikTok with the help of K-pop mega-band BLACKPINK and influencers across the globe

Although I don’t think I will ever truly get that song out of my head, the results were pretty killer.

/+19X increase in conversation about the new product
/20 billion views, hundreds of millions of uploads
/+130% lift in brand favorability
/+190% lift in purchase intent