SAMSUNG GLOBAL: SOCIAL + DIGITAL

TIKTOK - TWITCH - SPOTIFY - DISCORD - INSTAGRAM - TWITTER - GOOGLE - DEPOP

By being authentic, and true to the Gen Z audience’s lives and loves, we were able to build community through passion areas like side hustlers, creators, gamers, and influencers to unlock creative innovation and shared equity in partnerships across channels and platforms like TikTok, Twitch, Spotify, Instagram, Discord, and many more, amplifying how Samsung’s products play a meaningful role in their world.

As the global ECD on Samsung at R/GA, I led a multi-disciplined global team of creatives, technologists, producers, and strategists to transform how one of the top 5 brands in the world goes to market, with new forms of creative innovation in social, gaming, music and entertainment with a focus on the Gen Z audience. Through our creative and strategic work, we enabled consumers to experience, engage and develop relationships with Samsung, driving both business and brand results.

With +110K TikTok followers, 12.4B TikTok views, and a 13.7% engagement rate, the Samsung Mother’s Day campaign integrated Missy Elliot’s hit track ‘Mommy’, and global influencers like Bob the Drag Queen to inspire everyone to #makeMomEpic #with Galaxy and fuel Gen Z’s creativity through their love of Tik Tok challenges.