Samsung

The Objective 

Tapping into the power of TTCX

Samsung has been synonymous with technological advancements since the Seventies. For more than half a century, the brand has influenced how people around the world connect with each other. Keeping its finger on the pulse has been paramount to Samsung’s success – and that’s where its recent use of AI comes in. Expertly incorporating the technology into its product range, Samsung is introducing consumers to a new method of communication – while maintaining its dedication to authentic connection.

During Q3 2024, Samsung wanted to drive awareness among German audiences of its range of new smartphones and wearables, such as the Galaxy Z Fold6, Galaxy Z Flip6, Galaxy Watch Ultra, Galaxy Buds3 Pro and the Galaxy Ring. Most crucially, the brand wanted to spotlight the positive impact these innovations – and their specific AI features – have on users’ daily lives, regardless of age, occupation or lifestyle.

The Solution

Driving full-funnel activity with diverse creative

Through TikTok Creative Exchange (TTCX), Samsung collaborated with 100 diverse Creators spanning multiple tiers and categories. This approach allowed the brand to raise awareness,  drive consideration and generate meaningful conversation among varying audiences, from fitness fanatics to tech enthusiasts.

Expertly leveraging their distinct personas to maximize commercial visibility and minimize creative fatigue, the Creators put their own unique stamp on the Samsung story, coaxing consumers from consideration to conversion.

By letting TTCX’s Creators take the lead, Samsung was spotlighted in everything from considered critiques and ASMR-inspired showcases, to aspirational vlogs and warp-speed assessments. A masterclass in creativity, Samsung’s chosen creators, who boast between 1K and 1.5M followers, then simultaneously posted videos about the new phone to increase chances of virality.

With 100 Creators on board, and both paid and organic promotion on the cards, the campaign needed to be as efficient as it was exciting. This is where TTCX’s capabilities proved crucial, allowing Samsung to tailor content, streamline workflows and scale production, as required. 

As the brand had two aims, it also needed to split its focus – effectively. This meant the Creators’ content needed to target a broad user base to drive product awareness, before targeting a segmented audience to drive AI consideration. Over the course of four weeks, Samsung rotated three live ads every three to four days, by leveraging TTCX to remix top-performing assets.

The Results

Boosting brand performance across the board

The Creators’ varied approach proved the breadth of talent available via TTCX. With half their content showcasing the new phone and the other half dialling in on its AI features, the Creators expertly reached consumers at multiple stages of the funnel.

Unpacking paid results

The creator-focused awareness campaign achieved a 125% increase in average watch time and the creator-led consideration campaign drove a 141% increase in click-through rate (CTR). Meanwhile, Samsung saw a 53% reduction in CPC for consideration assets made using creator-focused videos.

Breaking down best-performing organic results by tier

• Micro-creator Bringing quick-fire rundowns and BTS insights to their followers, Der Ghul, Cherida and Mika’s creative contribution came out on top in the micro category, achieving 26%, 17% and 14% engagement, respectively.

• Mid-creator Honing in on the phone’s capabilities also proved popular, with mid tiers, Lauranialuisa, Ollyovercrack and Allyymaus achieving 15%, 14% and 14% engagement rates respectively, as they talked TikTok users through its features.

• Macro-creator Meanwhile in the macro category, audiences were treated to a canine cameo, a TikTok throwback and a marathon mission from Namiandtommy, Gregorhaegele and Beatthemiles V1, who achieved 12.5%, 8% and 8% engagement, respectively. 

• Top-creator Finally, Katiktr, a creator from the top category, took a traditional route. Taking her followers through her favourite features with a slick and efficient delivery style, she drove 15% engagement.

In a nutshell

Overall, the top tier generated the highest combined engagement rate at 10.8% as well as the highest combined completion rate at 10.1%. However, mid-tier Creators received the most views on their content. This tier also generated the highest volume of content volume. In terms of category success, music Creators drove the highest combined engagement rate amassing 9.4% while tech Creators generated the highest combined completion rate, securing 11.0%.

Understanding engagement rates

Leveraging multiple creator tiers is a real learning curve – especially when it comes to engagement. For example, while an individual creator within the micro tier generated a 26% engagement rate, another creator within that same tier generated just 1.19% engagement. This means that while micro tier creators are certainly effective, a significant number is required to ensure impactful results.

The mid tier achieved an average engagement rate of 6.2%, with the highest-performing creator in that tier achieving 15.8, and the lowest achieving 1.19%. The macro tier achieved an average engagement rate of 8.1%, with the highest-performing creator in that tier achieving 12.5%, and the lowest achieving 6.9%.

Meanwhile, the difference between engagement rates among the top-tier creators was just 7%, indicating that while larger investment is required to leverage that tier, the results are more predictable.

Using TTCX meant Samsung’s campaign remained both fresh and effective. The brand produced 106 creator assets and changed them every three to four days which prevented creative fatigue and delivered sustained engagement. By leveraging TTCX to diversify its variety of creators and creative assets, Samsung improved its creative campaign performance – in a flip.

With thanks to the agencies involved in this campaign's success.

• TTCX Agency: Influencer

• Media Agency: Starcom