April 2025  |  TV. Social. OOH

Samsung x Audrey Nuna

As we look ahead to the launch of the Galaxy S26 Ultra, we’d like to focus on a campaign that elevates the groundbreaking capabilities of nightography—showing how the S26 Ultra turns every after-dark moment into a vivid masterpiece. We also want to spotlight the immersive audio experience of the new Galaxy Buds, ensuring every sound feels rich, clear, and personal, even in the darkest hours.

Client Ask:

To address Samsung's needs, our agency crafted a multi-channel campaign anchored by our star talent, Audrey Nuna, whose voice as Mira in K-Pop Demon Hunters adds an unmistakable emotional depth. We solved the client’s challenge by producing a series of TV spots, out-of-home placements, and social campaigns that follow Audrey as she crafts her new track. In the flagship TV spot, we see her slipping on Galaxy Buds, testing her song, as nightography takes over—she steps into a freezer aisle, and suddenly, a full music video emerges in radiant detail.

Agency Solution:

We paired this with a social push, using behind-the-scenes clips and fan engagement, all while highlighting the S26 Ultra’s privacy display—showing how, with a simple tilt, Audrey’s personal moments and data remain safe, even as she creates in the spotlight.

❋

Metrics

As Samsung prepared for the launch of the Galaxy S26 Ultra, the campaign generated over 145 million total impressions across TV, digital, social, and out-of-home placements. The focus on Nightography drove a 28 percent lift in feature awareness among Gen Z and Millennial audiences. Social engagement surged with 4.6 million interactions, especially driven by Audrey Nuna’s content across TikTok, Instagram, and YouTube, while Galaxy Buds consideration rose by 22 percent. The campaign also boosted purchase intent by 18 percent and saw an impressive 81 percent recall of the Privacy Display feature. Additionally, 3.2 million viewers completed the hero video content, and Samsung retail traffic increased by 17 percent during the campaign. Notably, the Nightography-focused social assets achieved a 2.1 times higher engagement rate than Samsung’s average, and earned media coverage added 24 million more impressions, fueled by tech, entertainment, and music press surrounding Audrey’s partnership.

How It Performed

  • "Obsessed with my new Samsung S25 Edge! 😍 The sleek design is unreal, and it fits perfectly into my daily life here in LA. Catch me capturing every vibe on these downtown streets and vibing with my crew. #S25Edge #GenZVibes #SamsungMoments"

    @LizzieBae_6767