Good design can transform any space. So we worked with design celebrity Emily Henderson to feature the Frame TV in a home decorating show called ‘Reframe This Space.’ In each of the series’ 4 episodes Henderson partnered with a different macro influencer to convert an old and unused structure (greenhouse, barn, boathouse, barge) into a stylish living space with The Frame as protagonist.

Social media influencers have become the first source of information on a millenial's path to purchase. ‘What do the people I follow use?’ With this in mind, we worked with design influencers to showcase The Frame in a home decorating show that transforms interesting structures (greenhouse, barn, boathouse, barge) into stylish living spaces.

To reach our target audiences organically, no content was published via Samsung. Instead, we used 3 tiers of influencers and 2 media partners to distribute all of our content.

1 Super-Macro influencer, Emily Henderson, and her blog + socials.

4 Macro influencers and their blogs + socials.

26 Micro-influencers’ Instagrams.

US-based and a UK-based media partners: editorial, banners and social channels.

In total we created a campaign with 257+ pieces of content that reached over 35 million views at a 5.7% engagement rate. All within a 4 month flight.

By working with super, macro and micro-influencers we were able to increase awareness of The Frame TV with our target audience. The campaign was wildly successful.

Together, the three groups of influencers generated more than 20 million impressions across Instagram, Facebook, Twitter and Pinterest. The 250+ total posts from influencers had an average engagement rate of 5.7%, and their campaign content collectively received more than 1 million engagements.

In addition to surpassing the benchmark data both for Samsung’s owned content and for industry averages for influencer campaigns, our campaign data revealed an interesting insight that affirms the success of our mixed-influencer strategy: our macro-influencers were more effective at generating awareness through their high reach and impressions, but our micro-influencers received particularly strong engagement rates with their content as well. The effect of these complementing results from the three influencer groups made the campaign a success from every angle.