The Strategy Behind Samsung's Influencer Campaign That Reached 19.7 Million Impressions

February 22, 2024

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10 min read

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The Company

Hooray Heroes is a personalised book publisher that creates unique, heartwarming stories that feature kids and their loved ones. Their books are designed to bring families closer together and make memories that last a lifetime. With a focus on creating high-quality, personalised products, Hooray Heroes has gained a loyal following among parents who are looking for unique gifts that their children will cherish.

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The Challenge

In March and April 2022, Epidemic partnered with MPG Plus to run two campaigns, after a successful first campaign “Samsung: Flip & Fold” for Samsung, one of the world’s best-known brand for technology, electronics and smart appliances The goal was to spread awareness of Samsung Galaxy S22 series and Samsung Galaxy Z series, as well as to strengthen and improve the brand image.

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The Solution

As Samsung's new smartphones had unique and innovative features, such as foldable screens and advanced camera capabilities, our goal was to create buzz around their launch and reach a wider audience. Influencer marketing allowed us to tap into the influencers' engaged and loyal followers and amplify the brand's message through authentic and inspiring stories.

We identified a diverse group of influencers, from tech experts to lifestyle bloggers, who resonated with Samsung's brand values and had a strong following on social media platforms. We worked closely with these influencers to develop engaging and creative content that showcased the benefits of Samsung's new products and how they fit seamlessly into their daily lives.

Our approach was to make the influencers the protagonists of the campaign, sharing their personal stories of how Samsung's new products enabled them to go beyond what was good enough and explore new possibilities. By doing so, we not only highlighted the unique features of the products but also created an emotional connection with the audience, encouraging them to consider Samsung as a technologically advanced, innovative, and premium brand that they could trust.

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Results

Our influencer marketing campaign for Samsung's new smartphones resulted in 146 collaborations with influencers, who created 1,574 pieces of content. As a result, we were able to generate 19.7 million impressions and significant brand awareness and engagement.

By leveraging the influencers' followers, we were able to help Samsung strengthen its leadership position in the main category drivers: a brand that people trust and a brand that fits their lifestyle. Additionally, we were able to increase image parameters such as being a technologically advanced, innovative, and premium brand.

Overall, the influencer marketing campaign for Samsung's new smartphones was a great success, allowing us to effectively showcase the brand's unique features and reach a wider audience through authentic and inspiring stories shared by our carefully selected influencers.

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