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When Samsung came to us with this question to promote their Galaxy Buds for this generation, we decided it was time for a different approach: instead of creating a traditional campaign, why not initiate a project they are part of?
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Going viral is the new path to success
We live in a time where tech has brought us independency. As a young person with a dream, you don’t have to wait for that one opportunity. There is no need to participate in talent shows, or other TV formats. Ask any young musician today, and they'll tell you it's all about going viral.
In collaboration with artist Delany, we created an unfinished track on TikTok, inviting anyone with a phone to give it their creative spin. Two winners were invited to transform their TikTok entries into the official music release of the song, kickstarting their music careers.
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Approach and Engagement
To fuel the creative process, we revealed a 'deleted verse'—a glimpse into Delany's creative perspective on the unfinished piece. We invited famous singers to craft their renditions, amplified the unique versions from participating talents, and even featured on podcasts to further spotlight and appreciate the diverse creative offerings Gen Z conjured.
From day one, we saw a tidal wave of submissions, leading to an unprecedented level of organic interaction. Resulting into 32 million views, 1.2 million Spotify streams and an engagement rate of 7%.
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Results
193 - Participants
33 million - Impressions
1.2 million - Spotify streams
+5% - Awareness
+8% - Consideration
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Awards
CMTA AWARD Campagne: Goud
CMTA AWARD B2C: Zilver
SAN AWARDS: Shortlist
ADCN Dutch Creativity Award: Shortlist
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Lets include Gen Z for your brand!
Daniel Samama
Creative
d.samama@cheil.com