Samsung

How TikTok Helped Samsung Drive 250M Impressions and 8x Footfall During IFA 2025

Objectives

Turning a cultural moment into measurable momentum

How do you turn foot traffic into brand love and make that moment go viral? That was the challenge facing Samsung at the 2025 IFA exhibition in Berlin.

To strengthen brand relevance and product visibility among Gen Z audiences, Samsung needed more than a traditional product showcase. They wanted a campaign designed to transform community engagement into creator participation.Their aim was to turn on-site interactions into shareable moments that extended beyond the exhibition by connecting real-world experiences with TikTok's creative energy.

Solution

Connecting real-world touchpoints with TikTok creativity

To succeed, Samsung launched a first-of-its-kind campaign featuring both online and offline activations to create a powerful flywheel effect.

Offline activation

At the center of the offline activation was the Samsung Playground in Berlin, a dynamic space where visitors could explore and interact with Samsung's latest devices.

As part of a creator-led approach, TikTok creators were encouraged to bring their communities along to the event, driving physical footfall through authentic storytelling. Once inside the Samsung Playground, creators were invited to test devices, film their own TikTok videos, and participate in various hands-on content stations. By uploading content to TikTok, creators were also automatically entered into a prize draw, making participation both fun and rewarding.

Online activation

In parallel, Samsung became the first brand to debut the TikTok Live Feed Challenge, a new TikTok product developed in close collaboration with the brand.As part of the Live Feed Challenge, users across Germany were invited to create videos inspired by the Playground experience, with the top entries featured directly in the TikTok LIVE Feed. This not only expanded reach but transformed the TikTok LIVE Feed into a content hub for Samsung, featuring creator content, user-generated content (UGC), and brand storytelling as part of one cohesive experience.

To further connect inspiration with action, Samsung launched its TikTok Shop and hosted a livestream directly from the event, allowing users to explore products in real time and shop instantly. This helped to bridge on-site excitement with seamless in-app purchase opportunities.

Results

Setting a new benchmark for hybrid marketing

By connecting physical and digital touchpoints, Samsung effectively leveraged online content to inspire young people to visit the Samsung Playground, experience the brand's products first-hand, and create more online content in return.

As a result, the campaign generated over 250 million impressions and achieved an 8-fold increase in booth foot traffic, far surpassing expectations. This included inspiring a 1,100% increase in user-generated content, proving that the TikTok community wasn't only watching but also actively participating.

The impact extended beyond the event with a Brand Lift Study revealing a +24% lift in Ad Recall, a +20% lift in Awareness, +7% lift in Brand Attitude, and a +5% lift in Intent.Samsung's success during the IFA exhibition sets a new benchmark for hybrid marketing, showing that offline and online experiences aren't separate worlds, but powerful amplifiers of one another.

From the brand

"The Live Feed Challenge marked a breakthrough in how we connect with audiences on TikTok, transforming the live environment into a dynamic ecosystem where entertainment, community engagement, and commerce come together. By integrating the TikTok Shop launch and livestream product sales directly into one experience, we created a seamless journey from inspiration to purchase, setting a new benchmark for how brands can activate communities and drive meaningful results within the TikTok Live universe."

Gerrit Povel, VP D2C, Samsung Germany

To find out more about TikTok advertising and marketing solutions, including the TikTok Live Feed Challenge, contact our team here.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.