Samsung
Sponsored Post
Influencing the Uninfluenceable
Gen Z consumes media and culture very differently. They’re a savvy audience with a distrust of the media. They use their phones primarily to beat boredom and prefer unexpected, ironic, sarcastic and relatable humour.

So how do we launch the Galaxy A Series to Gen Z in a culturally relevant way? Well, knowing Gen Z were becoming desensitized to all the inauthentic sponsored posts by influencers, we launched our phone by poking fun at the whole idea of #SponsoredPosts, with the Galaxy A Series at the heart of everything.
We teamed up with music comedy group Aunty Donna and four popular influencers to create a music video that teaches influencers how to create a sponsored post… in a not-so-subtle way.
We then created short-form content, promoting the main phone features for a range of platforms used by Gen Z: Instagram, Facebook, YouTube, Snapchat and TikTok.
Samsung was the first brand to leverage TikTok in Australia, the newest social media platform favoured by Gen Z, utilising paid ads and creating a TikTok challenge, based on the music video, to leverage WOM on the platform.