Lion Communication Services - #upgrade2SUPER

Category: Best Digital PR Campaign


Year / Domain / Status: 2018 / Technology / Participant

Strategy description:

THE ALWAYS CONNECTED YOUNGSTERS S9 talked to the always connected youngsters - up to date with the latest trends and looking for new ways of creating, and most importantly, sharing experiences. Social Me Leads Real Me could sum up their smartphone behavior - for them, social media got to shape and lead their interactions. Facebook is the top smartphone app - 84% average of active reach for the 15-35 YO users, YouTube – 62%, Instagram - 45%. *source: Nielsen, Q3 2017; For our target the phones aren’t for voice calls, but a way to communicate visually. A smartphone is a social media tool. STANDING OUT THROUGH A STRONG REASON-WHY Our job was to differentiate S9 through its innovative camera. But since the competition was also increasingly tapping into the same territory, how could we stand out and win the battle of the buzz? We had to turn all the new S9 cutting-edge features into a strong reason-why that would truly make a difference for our audience. So, we started from the fundamental truth about the youngsters’ smartphone behavior: their smartphones are their social media mirrors. For them, what really counts is not so much the processor or the technical specs, but how the content they get makes them look and stand out in social media. So, our job was to position S9 not only as a quality content generator, but as a social media booster.


#upgrade2SUPER: a launch campaign proving that an upgrade to S9 automatically offers an upgraded timeline. UPGRADED SOCIAL FEEDS FOR THE MOST INFLUENTIAL CONTENT CREATORS Designing a true demonstration of S9’s innovation, we identified three of the most influential content creators among our audience and went on to give a total upgrade to their social feeds. To engage the young communities, we chose them to represent different passion points (Deliric - music, Dana Rogoz - lifestyle and Max Infinite - gaming). We allowed the content creators to freely express themselves and generate content in a genuine way, while putting all the cutting-edge features of S9 to work. All their social media profiles that the people were following got a major upgrade, every piece of content being shot exclusively with Samsung S9 – from Facebook posts to YouTube vlogs and Insta-stories. The next step was to switch from “influencer to audience”, to “peer to peer influence”. We launched a consumer contest at the end of which the winners got their own feeds upgraded through content created professionally by the Samsung team with S9. A win-win upgrade situation. Turning the most innovative camera features into what really matters for the young people: a super social media tool, that instantly upgrades the content on their timelines.

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