SITUATION: GenZ and Young Millennials are fueling the digital world with short form video consumption and creation, and low-light video quality remains their biggest pain point. Using flash or external lighting to create content does not give the desired result.

BRIEF:

To establish the new #Galaxy S22 Series as the ultimate phone for low-light content creation - To demonstrate low-light video superiority with its revolutionary Nightography feature.

OBJECTIVE:

It was time to break the rules of light, build credibility for the feature and empower our youngsters to own the after-hours and create epic video content, even at night or in low-light settings.

Samsung decided to partner with Vogue India - A brand that’s seen as the epitome of style and self-expression by today’s generation. Together, we launched #WeOwnTheNight – A campaign that shines a spotlight on youthful art & fashion that comes to life after dark.

Both parties joined hands to create never-seen-before low-light content using just a handheld device (no other camera equipment).

The campaign featured fashion & lifestyle influencers who're known to create high-fashion content, with the aim to encourage and empower our audience to create epic content in low-light (or no light at all).

All content was either fashion or lifestyle related - An ode to our GenMZs who burn the midnight oil, have their creative juices flowing after dark and want to own the night.

INSIGHT: Galaxy S series is known for its revolutionary camera capabilities and was always the handheld device that's used by professional photographers. Though the series wasn't being able to make its mark with the GenMZs as there is always a "cool" factor that was missing.

TG: With the democratization of content creation (owing to platforms & formats like reels, shorties, Instagram, YT, etc.), our aim was to make the phone appeal to the youngsters - The ones owning the digital landscape with their content and give primary importance to camera specs when buying a phone.

RELEVANCE TO PLATFORM: Our lead platforms were Vogue India's digital magazine, it's social handles and Samsung India's social handles (Primarily Instagram and then Youtube) as that's where our GenMZ is most active.

APPROACH: To leverage credible name(s) (Vogue & 22 popular digital creators) who they look up to, to demonstrate the power of the device.

Following are the assets we captured and launched to demonstare the Nightography feature that empowers creators to capture the magic of the night with ease:

- Vogue India's first-ever digital magazine cover captured in low-light using the Galaxy S22 Ultra. (April 2022 cover)

- Lead film as an extension of the cover showing our female protagonist owning the night.

- 22 fashion & lifestyle influencers took over the internet with out-of-the-box creations, all captured on the Galaxy S22 Series, as an ode to the ones who get up and get going after hours

- We later launched a BTS video showing how the phone did it all.

The campaign lasted a month with 22 days of continuous posting on social media, right after the launch.

REACH: 30.1 Million

ENGAGEMENT -

Hero Film + Digital Cover: 8.1 million

Teaser 1: 3 million

Stylized Video: 3.1 million

22 Talents: 11 Million

TOTAL ENGAGEMENT: 80m+ combined engagement

SALES: Samsung had a Marketshare of 39.26% (approx) during the same period.

BRAND PERCEPTION: There was great positive sentiment around the campaign and

"Light & Nightography" making a firsttime entry in the “Top Word in volume” during the tenure of the campaign