The Challenge

With Gemini becoming directly integrated into the Samsung Galaxy S25 series in Serbia, the challenge was to make a new AI experience feel relevant, useful and easy to understand. Rather than communicating technology through product explanations alone, we needed to show how Gemini could naturally fit into different lifestyles and everyday needs, while reaching audiences across multiple interests and communities.

What we did

We built a long-term influencer ecosystem around real-life use of Gemini on Galaxy devices, selecting creators from different niches to demonstrate the technology through their own content styles. From April to July, the campaign focused on introducing Gemini and its everyday benefits, supported by a structured influencer media plan, creator briefs and continuous content optimization. Later in the year, the story evolved with Gemini Nano Banana, shifting the focus toward AI-powered image creation and editing. Short-form video became the core format across Instagram and TikTok, allowing the product experience to be demonstrated rather than simply explained.

Key results

Across 7 months, the campaign activated 15 influencers and delivered 132 Instagram Reels and 112 TikTok videos. Content generated 28.05M+ Instagram Reel impressions and 11.6M+ TikTok views, with an average engagement rate of 4.8%. The strongest individual pieces reached 2M+ views on Instagram and 1.2M+ views on TikTok, demonstrating the ability of creator-led storytelling to make AI features accessible at scale.

Team

Creative Strategist · Account Manager Lead · Account Manager · Copywriter · Production Manager