Over To You - Galaxy S4 Collection

Background

The quality and the reputation of Samsung phones had improved significantly in recent years. However, millennials still often favoured the iPhone.

The challenge was to try to get this group of loyalists to consider the new Galaxy S4 not simply because it was a better product but because Samsung understood this generation better than they had been given credit for.

The insight behind the campaign was that millennials develop stronger relationships with brands when they are actively involved in their creation and promotion.

Idea

'Over To You' was an invitation from Samsung to millennials to discover the capabilities of the Galaxy devices for themselves, on their own terms and in their own environments.

To demonstrate the capabilities of the new phones and to give Samsung much needed social currency, a number of key influencers were invited to test the phones for themselves.

Samsung's role was simply to provide the technology. Then it was 'Over To You'.

Journalist and writer, Benjamin Cook, SBTV founder and Grime guru Jamal Edwards and Vlogger Sam Pepper were among other artists, filmmakers, street sports and DJs given a Galaxy S4 and asked to use it to create amazing content.

How they chose to do this was up
to them. Samsung simply added a branding device to top and tail the videos that were created, identifying the product feature and the influencer.

Results

Despite little paid investment, 25 pieces of content from 23 influencers earned more than one million views across You Tube, Instagram, Twitter and Facebook.

The 'Over To You' campaign is still running, however, at the time of writing, the following results had been observed:

Over half the viewers watched the films in their entirety, indicating the engaging nature of the content. The Harry Main (BMX cyclist) film had a completion rate of 82%.

There were 52,000 mentions, likes, comments and shares of which 97% were positive.

'I loved the 31 things that YouTubers do and this is awesome, I just couldn't stop laughing. Also you made me want to buy a Samsung because it's bulletproof for real.'

'Advertising like this ACTUALLY makes me want to buy that phone. This is a sponsored video gone right.'

Our Thoughts

How do you reach kids who don’t watch TV? You get the people they follow to do it for you. Smart thinking from Logan Wilmont and his crew at Cheil.

Take Jamal Edwards. He started uploading camcorder videos of British grime artists doing their thing when he was 15. Today, aged 22, his YouTube channel SB.TV has amassed approaching 200 million views. He has nearly 350,000 subscribers.

If he tells his viewers that the new Galaxy S4 is cool (and he sort of did, using its twin-camera function when he went back to Acton to film a couple of street rappers) then not only is he reaching a lot of the very people Samsung have been failing to reach until now but it’s going to carry a lot more weight than a traditional TV commercial.

I can’t help feeling that with a bit of money put behind it on YouTube, this campaign would have had sensational results.