Samsung

Samsung is a leading international technology company that’s popular with students thanks to its wide range of tech items, including TVs, mobiles and home appliances. Samsung wanted to promote its Galaxy Z Flip5 and Galaxy S23 Ultra devices to students and partnered with Pion to capitalize on the Black Friday and Cyber Monday 2023 shopping rush.

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Challenges

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For brands marketing to Gen Z and students, you’ve likely stumbled across the phrase ‘authenticity’ by now. Authenticity is the buzzword of the moment; everyone from Gen Zs themselves to senior marketers are pushing for more authenticity from brands.

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Meanwhile, Black Friday is a hugely popular spending period for students. For many, the saving season can be overwhelming: some young people are getting BFCM fatigue. To capture their spend, Samsung knew they had to do something really special.

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And what’s one strategy that can help brands authentically stand out against the noise of BFCM? Creator marketing.

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Solutions

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Creators don’t just have followers, they have communities. And these communities are made up of thousands of young people who admire the creator and respect their opinion; they hit the authenticity sweet spot for students.

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When a brand partners with a content creator, they can drive awareness and engagement for their product. Creators are the golden ticket for brands.

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Samsung worked with Pion to tap into this, leveraging the creator offering, Pion Creators, to promote the Galaxy Flip 5. Pion Creators are hand selected because they have a genuine understanding of Gen Z preferences and the kind of marketing they’re receptive to. During BFCM 2023, Pion creators used their platform to promote the Galaxy Flip 5 and draw attention to Samsung’s student discount offering. The videos were fun, engaging and (crucially) had the right tone of voice.

Results

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Samsung achieved a hugely successful Black Friday campaign, with one video delivering 4,756 likes, 28 comments, and 133 saves, plus a tonne of positive sentiment in the comment sections.

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"We worked with Pion to promote the Samsung Galaxy Z Flip5 and Galaxy S23 Ultra devices via TikTok, positioning our Galaxy smartphones as Gen Z’s must-have purchases across Cyber. This campaign was a success as it allowed us to capture Gen Z’s attention and successfully cut through the noise on TikTok during the busiest advertising period of the year.

This success wouldn’t have been possible without such a strong team behind the campaign – from planning to execution, the Pion team delivered on their promises on time and in an extremely smooth manner."

‍Germana Mitrani, Affiliate Marketing Manager at Samsung Electronics

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Ready to get started?

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Want to increase repeat customers, drive customer loyalty and boost your brand awareness? We can help.

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With over 18 years of experience, we’re Gen Z experts. We’ll help you to accelerate growth on-campus, in-store and online. Combining insights, advertising and verification, we’ll help you understand, access and grow loyalty with your target audiences.

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From awareness through to conversion, Pion can help join the dots to take your brand to the next level.

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