Main Drop of the Season Anna Ziganshina
Task
The launch campaign of the new product continued to form Samsung new "foldable" category for the growth of the brand's premium audience and (!) switching female audience of the main competitor. The goal of the campaign was to build awareness about the new product by creating massive buzz effect. The brand is positioned on the territory of fashion, therefore, to announce all benefits of the product we attracted fashion bloggers and hold a bright event in TSUM Moscow Department Store.
Ideas and solutions
In this project, for the first time, we involved not tech bloggers, (Samsung usually collaborates with them before all flagship launches), but TOP 5 Instagram fashion influencers. We decided to use a 5-day teaser to generate the buzz effect. Every day, 5 days before the global presentation of the Galaxy Z Flip, one girl came out with a mysterious post about waiting for the main drop of the season. As photos appeared in the same style for different influencers (we had a fashion photo session in the same style with each participant in advance), the audience began to guess and even thought about the recording of a new duet. Rumours appeared in groups and publics, and followers more and more impatiently waited for February,12 and spread our hashtag.
