Samsung x GNTM

Making TV Social: How Samsung Turned Germany's Next Topmodel Into a Cultural Moment on TikTok

Objectives

Converting a TV moment into a cultural wave

How do you take the buzz of a primetime TV event and make it resonate on social media? That was Samsung's challenge when it partnered with ProSieben and its hit TV show "Germany's Next Topmodel" (GNTM).

The South Korean brand partnered with the German TV show by presenting itself as searching for two models to feature in its next smartphone campaign. The goal was to carry the excitement beyond the TV screen, amplifying reach and cultural relevance on TikTok while driving greater awareness and purchase intent for its latest smartphone release.

Solution

A cross-platform activation with TikTok

Samsung expanded its GNTM partnership onto TikTok through a high-impact, multi-format campaign designed to maximize visibility and relevance. Strategic ad placements around key cultural moments ensured the brand stayed top-of-mind among viewers and TikTok users alike.

In addition, Samsung collaborated with creators to bring authentic, TikTok-native content into the mix—capturing the excitement of the campaign through the lens of real users. Interactive features further encouraged engagement and deepened the emotional connection with the brand.

Results

From primetime to real-time impact

The campaign successfully bridged TV and social, demonstrating how brands can build cultural relevance and measurable impact through TikTok. A Brand Lift Study confirmed strong performance:

• +6.9% Ad Recall

• +2.6% Awareness

• +1.1% Purchase intent

Samsung's activation serves as a compelling example of how modern campaigns can extend beyond the screen—engaging users across platforms with creative storytelling and timely execution.

"TikTok has shown how powerfully cultural moments like Germany’s Next Topmodel can be combined with digital engagement. The platform enabled us to place our messages in a targeted way and reach our audience right where they were engaging with the show. This allowed us to bring our brand into the conversation authentically – from inspiration through to purchase – and to strengthen both our brand image and brand success in a sustainable way." - Tatjana Stanke, Team Lead Marketing Communications Smartphone at Samsung

"Even after 20 years, the appeal of Germany’s Next Topmodel remains limitless! The Samsung casting gave the models their last chance at landing a major job in the season. Josy and Jannik were able to impress the client with their photo and editing skills. The campaign shoot in Santa Monica was an integral part of the show and demonstrated how authentic storytelling with the GNTM models can succeed across all platforms.

Through Samsung’s partnership with the format, we were not only able to increase brand affinity but also measurably boost awareness of the latest Samsung Galaxy AI features.

The huge GNTM fan community not only celebrates the models’ successes on the show, but also photographs, likes, and shares the job campaigns of our advertising partners such as Samsung on social media. With 900,000 followers, Germany’s Next Topmodel is also a major success on TikTok with a young target audience." - Tom Schwarz, Managing Director at Seven.One AdFactory

To learn more or get started with TikTok solutions tailored to your brand, contact our team here.