SAMSUNG

InstaShop

Inspiring A Socially Responsible Crowd

The Goal

Our goal was to test the power of commerce to drive the discovery of Samsung products. We set our campaign focus on the Millennial and Gen Z audience globally on the social channels we knew they were spending most of their time.

The Approach

Our strategic approach was to launch on Instagram first, setting up an Instagram Shop on Samsung’s global channel, @Samsung. Then expand to five “commerce ready” markets in parallel; Sweden, Germany, UK, Australia and Italy.

Campaign 1

Better You, Better Home, Better Planet

Designed to connect with our audience around a topic we know they care a lot about sustainability.
Our creative strategy was to use this conversation to inspire Instagrammers to discover Samsung products that will benefit their lives and our planet.

Campaign 2

Rule Back to School

This seasonal campaign was created as an empowering anthem for Gen Z students to take charge of their school year after a year of uncertainty. Whether in school or at home, class time or downtime, we encouraged our audience to call the shots again by inspiring them with Samsung tech that allows them to seamlessly return to this state of mind, while also expressing themselves.

Campaign 3

Do-It-All Staycation

This campaign was based on the insight that Millennials have spent significant time and money on designing their homes to be a sanctuary during the pandemic. Now, it’s time to take it all in and enjoy it. That means a holiday full of discovery, relaxation, and memories with loved ones can happen right at home with unique Samsung products.

The Outcome

The pilot program came to life through three creative lifestyle Instagram campaigns each tied to a topic relevant to Millennial and Gen Z, attached with contextually relevant shoppable Samsung products. The campaigns leverage four core Instagram features: shopping posts with product tags, collections with curated products, Stories with product stickers, and product guides.