June 2025 | Social. ATT Edge
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Samsung sought to connect the vibrant, creative Gen Z audience with the Samsung Edge. The goal was to showcase the phone’s premier video and creative tools—especially its flip design and portability—to young content creators in music, dance, art, and culture. They needed a strategy that would not only highlight the Edge’s creative capabilities but also spark authentic engagement with Gen Z creators.
Client Ask:Our agency designed a multi-channel influencer activation centered in the world of art, dance, and music. We identified rising Gen Z influencers who were already creating buzz in these spaces. We curated a content series where each creator showcased how the Samsung Edge helped them bring their ideas to life—whether capturing a spontaneous dance on the street, sketching designs on the go, or filming creative vlogs. We emphasized the flip design for portability and the advanced camera and editing tools built into the device.
Agency Solution:We shot a series of short, fast-paced videos in iconic LA locations—graffiti walls, dance studios, and rooftop art spaces. Each creator received a Samsung Edge Flip and filmed their creative process—highlighting how easy it was to flip open, capture, and edit on the spot. We released the videos across Instagram, TikTok, and YouTube, using the hashtag #EdgeCreators. We also hosted a live-streamed creative challenge where followers could submit their own content using the Edge.
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MetricsWe tracked a 35% increase in brand engagement among 18-24-year-olds, with over 2 million video views across platforms. The hashtag #EdgeCreators generated 50,000 user-generated posts in just one day. Additionally, the campaign drove a 20% lift in pre-orders among the target demographic, with a significant uptick in video sharing and app downloads.