Samsung

The Objective

Samsung is the world famous tech manufacturer that produces products across many electronics verticals. To generate awareness and engagement around the newly launched Samsung Galaxy S21 FE 5G, the brand came to TikTok for a fun and innovative campaign that put the TikTok community centre stage.

The Solution

Samsung was the first brand in Italy to test TikTok’s brand new Branded Mission solution, paired with a Branded Effect. When advertisers create a Branded Mission, creators can choose to participate in campaigns that inspire them. Brands can then select their favourite original creative videos and amplify them through boosted ad traffic. Branded Mission empowers eligible creators to co-create authentic branded content, while giving advertisers the ability to boost the videos that align best with their brand.

The Branded Effect invited the TikTok community to react to several different scenarios through a roulette, which was captured by the Samsung Galaxy S21 FE in order to place the product front and centre of each video.

The Results

The Samsung campaign was a huge success achieving over 26 million video views with over 13,000 brand relevant video creations using the Branded Effect, with an average unique playtime of 90 seconds, illustrating the depth of engagement with this campaign. During the course of the campaign, Samsung’s profile followers also increased by 7,500 showing just how much the brand resonated with the TikTok community. The Branded Mission achieved over 6,500 video submissions, which came only from creators with a following of 1,000 or more, proving the effectiveness of rewarding creators for their talent. To top it all off, a brand lift study revealed a 9.5% lift in ad recall.