BACKGROUND

Smart homes had Gen MZ’s attention, but SmartThings did not. Many users encountered the app through a Samsung device, yet struggled to understand its value. Smart living felt fragmented—too many devices, too many apps, and too little payoff. Adoption stalled not from resistance to technology, but from a lack of clarity around how it actually made life easier.

SOLUTION

Samsung partnered with Martha Stewart to reposition SmartThings as the invisible layer that makes a home work better. By embedding SmartThings naturally into Martha’s daily routines, the campaign shifted focus from features to moments. Social-first content drew from familiar formats like GRWM and POV, showing SmartThings quietly powering tasks such as setting the mood for entertaining, managing pets, and optimizing energy use. The work avoided demos and explanations, letting the software blend seamlessly into real life. A Times Square activation extended the idea into the physical world, reinforcing that smart living can feel simple, human, and intuitive.

RESULTS



SmartThings saw a 4.9% lift in registered users, equating to nearly one million new users per month. Weekly and monthly active users increased by nearly 12%, and social engagement rose as the brand connected with a younger audience in a more relatable way. The campaign earned a Bronze at the 2025 Drum Awards and helped reposition SmartThings from “another app” to a system people wanted to use.