Fortnite is the biggest game on Earth, with more than 350MM users worldwide, most of them teenagers. It may look just a funny, friendly game, but it's facing a new kind of cyberbullying. It's against players called Defaults. Gamers who can't afford a better skin (a graphic asset that changes the appearance of characters in video-games without interfering in players abilities or impact) and play using the basic one. Those kids are getting bullied by the community into spending money, in a way to make them feel they are a lesser player when it comes to skills or financial condition. So, we wanted to fight this toxic behavior inside the gaming community and at the same time advertise the Galaxy smartphones and tablets for gamers to play on them.

Samsung in partnership with Fortnite created a new skin to help change this toxic behavior: The Glow. Unlike other skins, which can cost up to a thousand dollars, the Glow can be redeemed by any device from the Galaxy Family for free. And mostly important, it’s the first ever skin that can be donated, making each of the 14 million Galaxy owners able to fight the default skin bullying. We invited the biggest Fortnite influencers to join the movement, by donating their Glow skin to default players during live streams and encouraging every Samsung owner to do the same.

Samsung wants everyone to be able to play games in the best way possible. So, it took action to solve the toxic behavior problem inside the Fortnite community that was discriminating a lot of players, the Default skin bullying. We invited those who are those players idols. The biggest Fortnite streamers in the country. Through the newly created Galaxy Glow Skin, the first skin that could be donated, they started a movement for everyone who had a Galaxy to donate their Glow Skin to anyone who was a Default, through lives on their streaming channels, watched by millions of players.

First, we launched the new Samsung skin for Fortnite, the Glow. It was the first even skin that could be donated. Then, we invited the biggest Fortnite influencers to talk about the Default Skin Bullying issue during live streams on their channels to millions of players and start a skin donation campaign, encouraging every Samsung owner to donate their Glow skins to Default players. Which means that more than 14MM skins could be potentially donated.

Alanzoka - +5,7 MM followers

Sharshok - + 1,1 MM followers

Kim Patriota - + 1,5MM followers

Flakes Power: +5,9 MM followers

Melany Lee - + 320k followers

Zerobadass - + 800k followers

We brought to light a serious problem that nobody was talking about. A toxic behavior inside Fortnite where less fortunate players were being bullied for not having money to buy a skin. After it, people started to talk about this and, mostly importantly, changed their behavior and started helping those with no skins by donating the Glow to them and being more supportive.

+ 290% search on google for bullying + Fortnite

+ 50MM earned media.

+ 74000 comments. 97% positives. In four hours of live.

+14MM potential donors