Drop in with Samsung
Iris has been working with Samsung across integrated comms in Europe, APAC and the US since 2014.
Our challenge was to engage the emerging Gen Z audience, but apathy towards traditional advertising meant that Samsung had to adopt a different strategy.
We commissioned YouGov research and discovered the growing popularity of skateboarding and skate culture among a Gen Z audience in the UK.
Together with Samsung, we launched an impactful campaign and partnership with Skateboard GB, the governing body for skateboarding in the UK.
The partnership formed a new platform for both brands to increase brand affinity and consideration among a Gen Z audience.
The creator-led campaign aimed to empower a UK Gen Z audience to demonstrate the “guts to try” skateboarding ahead of the Paris Olympics 2024.
The long-term partnership represents a commitment from Samsung to British skateboarding across coaching, grassroots, and elite pathways. A first-of-its-kind in terms of value and brand alignment for the sport to inspire the future generation.
We kicked off the launch with an event in London’s BaySixty6 skate park. The campaign brings together a team of influential professional skateboarders and Skateboard GB to demonstrate their skills to an audience of young skateboarders from the local community, inviting them to ‘Drop In’ with Samsung on the day.
The campaign rolls out across Instagram, TikTok, and YouTube from September through to December 2023. So far it has gained 18 million social impressions, 3M organic content views and 70k organic engagements.
Since the campaign started, the Gen Z audience has been the fastest growing group for sales of Z Flip5 – this is without any paid for media, and before the opening of Samsung Flip Park.
Client
Specialisms involved
Iris has been working with Samsung across integrated comms in Europe, APAC and the US since 2014.
Our challenge was to engage the emerging Gen Z audience, but apathy towards traditional advertising meant that Samsung had to adopt a different strategy.
We commissioned YouGov research and discovered the growing popularity of skateboarding and skate culture among a Gen Z audience in the UK.
Together with Samsung, we launched an impactful campaign and partnership with Skateboard GB, the governing body for skateboarding in the UK.
The partnership formed a new platform for both brands to increase brand affinity and consideration among a Gen Z audience.
The creator-led campaign aimed to empower a UK Gen Z audience to demonstrate the “guts to try” skateboarding ahead of the Paris Olympics 2024.
The long-term partnership represents a commitment from Samsung to British skateboarding across coaching, grassroots, and elite pathways. A first-of-its-kind in terms of value and brand alignment for the sport to inspire the future generation.
We kicked off the launch with an event in London’s BaySixty6 skate park. The campaign brings together a team of influential professional skateboarders and Skateboard GB to demonstrate their skills to an audience of young skateboarders from the local community, inviting them to ‘Drop In’ with Samsung on the day.
The campaign rolls out across Instagram, TikTok, and YouTube from September through to December 2023. So far it has gained 18 million social impressions, 3M organic content views and 70k organic engagements.
Since the campaign started, the Gen Z audience has been the fastest growing group for sales of Z Flip5 – this is without any paid for media, and before the opening of Samsung Flip Park.
Drop In with Samsung Launch Film
18M
organic impressions
3M
views and counting
+70K
engagements
Highlights
