SERIF TV - A Global Influencer Strategy
Samsung briefed iris to help bring its revolutionary TV to market through a global influencer strategy.
Against the grain of ‘flat black boxes’, Serif was positioned as ‘design meets tech’ – as much a piece of furniture as technology, co-created with product gurus, The Bouroullecs.
We identified early on that to succeed we first had to get the design community hyped up about the product, so we followed a tiered approach. The most discerning audiences would be targeted first: the design community of architects, interior designers & taste-makers.
To infiltrate this world & create desire, we kept access to the TV a guarded secret, identifying the very top tier design influencers to preview it to at the Bouroullec’s studio in Paris.
A curated programme of briefings and events then exposed Serif TV to second tier of influencers: including every major design blogger, publication and top individuals in the run up to and during its world reveal at London Design Festival.
We’ve since seeded the product to broader lifestyle segments (our third tier), using everyone from big celebrities to loyally followed social stars to reach various communities, whilst supporting Samsung markets with their influencer strategies as the product rolls out globally.