Samsung /make
In 2018, over 80% of US teens either owned an iPhone or intended to purchase one as their next cell phone. And Samsung needed to earn the attention of the next generation of mobile consumers, shift perception, and get them to (re)consider the brand.
/make is a community for creators, by creators. Launched as an episodic series showcasing how top influencers across photography and film create with just a mobile phone, /make grew into a platform that allowed for the creator community to connect, inspire and learn from each other.
By fostering close relationships with a variety of creators, we allowed for a two-way conversation when concepting, ultimately building a true partnership between the creator and brand. This resulted in ~500 pieces of Creator content and serious business impact, including a +14pp in GenZ understanding of Samsung benefits and +15pp purchase consideration amongst iPhone owners.
Awards:
YouTube Works: Best Translation of an Audience Insight
Digiday Awards: Best Brand/Influencer Collaboration
Press: Fast Company | Mobile Marketer
Agency: R/GA (New York)
CASE STUDY
EPISODES