The Challenge

Samsung’s Galaxy A Series was created to bring relevant, trend-driven technology to a younger audience at an accessible price point. The challenge was to go beyond traditional product communication and find a way to make the device feel genuinely relevant to Gen Z consumers in Bosnia and Herzegovina. We needed to understand what matters to this audience, identify creators they already trust and translate technical product features into content that feels native to their feeds.

What we did

We developed an influencer-first communication strategy built around credible opinion drivers and their individual communities. Based on audience interests, creator image and values, we selected three influencers who could naturally connect Galaxy A features with their own lifestyles and content formats. For each creator, we developed tailored scenarios that transformed product benefits into relatable stories, while maintaining a consistent Samsung message across Instagram and TikTok. We managed the collaboration from creator selection and briefing through content development and execution.

Key results

With only 3 influencers, the campaign delivered 10 Instagram Reels and 6 TikTok videos, generating 999K+ Instagram Reel impressions and 368K+ TikTok views. The campaign achieved an average engagement rate of 7.31%, with the strongest Instagram video reaching 229K+ views and the top TikTok reaching 184K+ views. Average fan engagement rate reached 2.65%, showing strong interaction within the creators’ existing communities.

Team

Creative Strategist · Account Manager Lead · Account Manager · Copywriter