Samsung asked us to introduce their newest foldable phone, the Galaxy Z Flip4, to Gen Z. The problem was that in Australia Gen Z are largely iPhone loyalists - they’re locked into the Apple ecosystem, all their friends and family are using iPhones, and often it’s the only device they’ve grown up with. They don’t see the appeal in switching over to an unfamiliar device that’s perceived as uncool. So, we set out to show Gen Z the magic of Samsung’s foldable devices.

The FlipSide

We armed Australia’s most popular creators with the Galaxy Z Flip4 and challenged them to find their ‘FlipSide’. We asked our #TeamGalaxy (or crew of content creators) to embrace the unexpected, pursue a hidden passion, and reveal a surprising new side of themselves to their audience. As part of the The Flipside: a superstar chef designed his own limited edition piece of jewelry, a world-beating gamer showed off her moves on the dance floor, a make-up artist created a floral installation, and a model designed a piece of furniture. By embracing their FlipSide, our creators and influencers inspired others to do the same, reminding their followers that good things happen when you switch things up.

As much as Gen Z celebrate individuality and self-expression, they also have a deep, innate desire to belong. This desire to belong informs their allegiance to Apple - why switch to a Galaxy when all your friends have iPhones? Nobody wants to get booted from their iMessage group chat.

We needed to show Gen Z the magic of Samsung's new foldable phones - all the ways these devices could transform the way they connect, create, and express themselves. Beyond this, we needed to highlight that the coolest people in their social feeds were now using Galaxy, and by making the switch, they too could open up a whole new world of possibilities.

To introduce Gen Z to The FlipSide we kicked things off by releasing a surreal launch film showing our four hero influencers transitioning from their regular world into the FlipSide –literally turning around their visual worlds, the subject of their content and their audience’s expectations. The story then continued on our influencers individual social feeds where each creator revealed the story behind their FlipSide and took fans along on their FlipSide journey. Finally, the influencers unveiled their FlipSide creation - for Rowi, it was a floral masterpiece, for Loserfruit a choreographed dance video, for Dan, it was an acrylic sculpture, and for DimSimLim a gold pendant.

To get even more of our #TeamGalaxy creators and everyday TikTokers sharing their own FlipSide, we needed a catchy, high-energy soundtrack, so we asked the popular Australian-Korean rap crew, 1300, to create a FlipSide anthem accompanied by their own FlipSide music video, of course.

By leveraging Australia’s coolest creators to show Gen Z how the Galaxy Z Flip4 can change the way they connect, create and express themselves, we successfully introduced Gen Z to the magic of the Flip device and smashed our initial targets, delivering over 111.2M impressions and 20M views. Despite initial (expected and planned for) negativity from fans, they were charmed by our reveal moment and our influencer content achieved 92% positive sentiment, with video content delivering an average completion rate 5.5x higher than the average Samsung CVR.