Case Background
When Samsung launched the new Galaxy A series smartphones in Poland, they initiated a promotional campaign to spread positive energy. They aimed to create opportunities for users to actively face, accept, and appreciate the things around them, no matter how small, believing that everything deserves attention. Because no matter how the outside world changes, everyone is an amazing individual. Therefore, Samsung chose short video creation as the form of the campaign to promote the Galaxy A series products, hoping users could freely showcase their unique talents and express their creativity in a positive online environment. Choosing TikTok as the platform for this promotion was the perfect fit.
Solution
Samsung launched a brand challenge called #YOUAREAWESOME, where participants could showcase what they truly love, hidden talents, unique skills, or any content that highlights their outstanding side. Even the smallest skills could be freely displayed, with users sharing and appreciating each other’s efforts with a positive attitude. Samsung also offered generous prizes to six lucky winners of the challenge: the latest Samsung Galaxy A phone and a creative opportunity to shoot videos together with the three top creators who kicked off the campaign. In addition, Samsung produced an exciting original soundtrack for the challenge, which brought massive brand exposure.
Marketing Results
The results of Samsung’s brand challenge far exceeded expectations. The #YOUAREAWESOME topic received over 157 million views within 6 days. Afterwards, the challenge page remained active, with organic views astonishingly reaching 580 million. The campaign also inspired users to create a huge amount of native content, with more than 174,000 videos produced, far surpassing the average level.
