Cannes Lions

#SamsungPinkwall

IMA, Amsterdam / SAMSUNG / 2018

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Case Film

Overview

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Credits

Overview

Description

In line with Samsung’s manifesto to ‘Do Bigger Things’, we developed a year-long ambassador programme that sees Dutch content creators realise their passion projects - all powered by Samsung.

7 influencers with diverse expertise, from freerunning, to fashion and more, get the chance to be creative directors in bringing their bespoke concepts to life. Anything from setting up a charity, to exploring overseas nutrition trends.

The first project was the brainchild of fashion blogger Sandra who wanted to give her hometown of Rotterdam its very own Instagrammable ‘pink wall’. Samsung provided her with the tools for the unique wall design, an inspiration trip to L.A. to see the original pink wall and captured the entire process.

The wall became a hot press topic, national point of interest and social media craze. Putting Samsung at the heart of a cultural conversation that mattered to its consumers.

Execution

Fashion blogger Sandra Joosten-Kleine Staarman (@morestylethanfashion) and Samsung worked closely on developing the concept for the pink wall. Prior to the wall’s unveiling, a video trailer shot while in Los Angeles and extra content on the Galaxy Note 8 was shared on both Sandra’s and Samsung Netherlands’ social channels.

We worked closely with the Rotterdam council to select a location for the wall, painted by artist OPPERCLAES and featuring the Samsung logo and hashtag. A number of local influencers were invited to the launch and national press picked up on the story without the need for paid media support. User-generated content (including content by other influencers) and publications sharing their images with the hashtag helped contribute to the reach.

The campaign ran for a 8 month period (May 2017 - January 2018).

Outcome

- 2.900.000 impressions

- 151.300 likes, comments & shares

- 5.2% social engagement rate (3 times industry standard)

- 189% ROI

- €0 Media investment

- All earned media (mainstream and trade press, user-generated content)

With approximately 2.2 million 20-30 year-olds in the Netherlands*, we reached a large majority of them (*Centraal Bureau voor de Statistiek, Nederland, 2017).

Over 653 posts have been shared so far in front of the wall. Over 90% of this number is user-generated content. 369 Instagrammers have shared images of the wall, too.

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