Samsung: /make

In 2018, 82% of Gen Z either owned an iPhone or intended to purchase one as their next device. This audience represented the future for Samsung so they tasked us to change that. Our goal was to change their perception and increase brand consideration.

We focused on a simple truth about our audience, they don’t just want to watch creators, they want to be one. This insight is what ultimately led to the creation of Samsung /make, a community for creators, by creators. An episodic series showcasing top influencers and creators across film and photography that create content only using a mobile device. This community ultimately turned into a platform that allowed the creator community to connect, inspire and learn from each other.

It allowed for a two-way conversation between aspiring creators and influencers when concepting and producing content. As part of the series, we also created pages for each episode on Samsung.com that went into more detail about the features of the device, tips and tricks, extra content and links to purchase all the equipment showcased in each episode.

Results