Samsung's challenge: engaging Gen Z
That is why Samsung decided to strengthen its ties with Gen Zers in the Benelux. They create products that are perfectly suited to the lives of these digital natives—not only to boost productivity, but also to help relieve stress. And that deserves more attention. Samsung’s goal was to build a brand universe where Gen Zers would love to spend time, thereby creating a genuine, authentic connection. And that’s where our work began.
Our strategy: inspired by real life
To launch a campaign that not only reaches but truly resonates with Gen Z, we first had to find out what matters to this generation. What are their daily lives like? What challenges do they face? What do they value?
Studying quickly emerged as a key theme. Many Gen Zers are still in the middle of their studies or are about to graduate. So they understand the stress of cramming better than anyone else. Because whether they study together or alone—both online and offline—they all feel the same pressure to study. And there was potential in that. Because Samsung not only offers products to support students who are cramming, but also places great importance on students’ mental health. So we made Samsung Gen Z’s favorite study buddy.
To do that, we launched a campaign on Samsung, YouTube, Instagram, and TikTok, supported by paid social media ads. The campaign was based on three different types of content.
- For example, we created a series of animated loops featuring lo-fi beats that help reduce stress and improve concentration.
- We also enlisted creators to organize group study sessions. Because studying together isn't just good for productivity—it's also a lot more fun.
- In addition, we've also created microcontent for Reels, TikTok, and Shorts, where creators share their best study tips, take mindfulness breaks, and share their motivation with Gen Z students.
One triple threat for the blocking student. And it paid off in no time.
Authenticity pays off
Because we started with the interests and needs of Gen Z, this campaign fits perfectly into their world. By turning studying into a social event and giving students the chance to share it with others, we forged strong, genuine connections between creators and students. Of course, Samsung was also featured—raising awareness was the goal, after all—and that’s why we launched targeted ads. By giving the content that was genuinely relevant to the target group a small boost, we put Samsung in the spotlight as a brand in a powerful way. And it worked, because after the successful campaign, we were invited to repeat it for a campaign in the Netherlands. Who would have thought that studying could be such a positive experience?
Credits
- Strategy, concept, and project management: Chase - Annelies Droesbeke, Ioni Villanueva, Hanne Van Vlaenderen
- Talent Manager: Amir Motaffaf
- Music Manager: Ufuk Demir
- Animator: Aykan Umut
- Editing: Michael Chin, Tom Desplechin
