- Online campaign I Influencers
-
Samsung – "The School of Passions and Relationships"
BACKGROUND
Samsung faced the challenge of breaking through to Gen Z, a demographic that perceived the brand as an "establishment" label favored by their parents. The goal was to build authentic brand affinity by positioning Samsung technology not as a corporate gadget, but as an essential tool for self-expression and community building.
SOLUTION
We launched "The School of Passions and Relationships," a dynamic YouTube series that centered on authentic dialogue rather than product specs. Hosted by the charismatic Włodi, the show featured idols of the younger generation discussing their hobbies, quirks, and personal connections.
Format: A lighthearted, high-energy talk show using humor and "absurdist" elements to keep viewers engaged.
Native Integration: Samsung Mobile products were woven into the storytelling as natural enablers of the guests’ passions.
Strategic Placement: Content was designed for the long-form nature of YouTube, allowing for deeper emotional resonance with the audience.
RESULTS
The campaign resonated deeply with the target group, significantly outperforming brand benchmarks:
1. CTR (Click-Through Rate): Achieved 2x higher results than previous brand campaigns.
2. VTR (View-Through Rate): Reached 43% for 4-minute+ episodes, significantly beating the 35% average.
3. Audience Reception: The content was enthusiastically received, proving that Gen Z values authenticity over traditional advertising.
