Our task was to relaunch Samsung Russia YouTube channel and make it popular among millennials and Generation Z. Another goal was in drawing attention of the audience to the launch of new products in Galaxy S7 & S7 Edge series. The client wanted to form loyal attitude and reinforce trust of target audience, make average view time of the published content longer and create a viral project.

During the implementation of Samsung YouTube TV project the client strived to create cool progressive content, that will natively fit in people’s lives and their cultural code. Besides, Samsung tries to get away from classic display advertisement, which provokes irritation and is not as effective for the spoiled YouTube user as it once was.

The teasers of nine different shows were issued as targeted pre-rolls on YouTube. If the viewer had watched the video till the end, that show gained +1 vote. Thus we managed to use the common media tool in an unusual format.

In the begining we issued all the pre-rolls and channel's manifest.

We did real-time monitoring of all the data coming from the viewers of pre-rolls and chose five shows for shooting.

Starting from mid-September 2016 these shows were issued on Samsung Russia YouTube-channel.

Examples of shows:

1. Clipmakers’ Battle

Popular bloggers as video directors shoot video clips on smartphones for talented, but not yet popular music artists and bands.

2. Chronicles of Paranoid

Series of short films “Chronicles of Paranoid” – ironical stories about the ways of changing our life throughout technologies. The main feature of this format – native product placement.