Results and Effectiveness

Samsung successfully created a new category of ‘connected cameras’ whilst the millennials made the camera social. The crowd-sourcing platform garnered earned media and content valued over USD250,000 in just four weeks. This was an additional 25% on our budget. Content was self-sustaining throughout the campaign without additional cost. This buzz and content sharing around the Samsung Galaxy Camera, in turn, helped drive sales. Achievement for Samsung for overachieving targets by 120 index points. 40% of contributors now subscribe to Samsung newsletter, following the brand closely.

Creative Execution

A crowd sourcing platform on Yahoo! was created to allow consumers to share their in-the-moment, content based on four themes: millennials who loved food, technology, gadgets and who are mobile urbanites. Each week we communicated these themes and encouraged users to actively take photos that fit the theme to share their moment as it happened live. Photos were tagged with their profile, comments were timestamped and refreshed every time new photos were submitted. Traffic drivers ran throughout Yahoo’s platform to promote the activation and let users to the microsite. User generated content was curated and captured the moment through a timestamp, making our ads live. These ‘real-time’ ads were scaled across multiple screens from TV to newspaper ads to magazines and online videos. We did this in collaboration with key medium to create content that was unique, giving the consumers the sense that each story was “live”.

Insights, Strategy and the Idea

Samsung created a new category of ‘connected cameras’ within the Galaxy range embedding social sharing functions. This new camera appeals to the millennials as they embody the concept of ‘fluid living,’ naturally toggling between everyday activities. By being always-on and plugged into the internet, they use social networks to provide a window to their everyday lives. Millennials live in the moment. To them, life is a moment. They like to capture these everyday moments, create fresh perspectives for these moments, and share their perspectives within their social circles which are filled with posts, tweets, blogs, and images of simple everyday moments – like their meals, their shopping items, their travels, their everyday environments. Millennials get to experience the product through our real-time campaign, “This is my moment. Brought live to you” that allows them to create and own the space of capturing everyday moments and sharing them in real-time.