Samsung S21 Story Sessions
Last year, Samsung successfully launched the Galaxy S21+/Ultra. Samsung asked us to develop a branded content campaign to promote this new phone and highlight its features among the Gen Z and Millennial target audiences. MHX, Mediahuis’s creative studio, developed the “Story Sessions” concept for this campaign.
Story Sessions
Gen Z and Millennials know exactly what they want. That’s why they aren’t looking for a phone with specific features, but rather for benefits that solve a problem. The features serve as a means to that end, offering a solution to their problem. With Story Sessions, we’ve linked the challenges faced by our target audience to the authority of our publications.
Inspiration for a busy audience
Through Culy, we demonstrated how to use the new smartphone’s special food mode to take stunning photos of ingredients, dishes, and beautifully set tables. Via the lifestyle platform NSMBL, we shared tips on how to photograph clothing to sell on Vinted. Here, we highlighted the Samsung phone’s special vlogger view. On Beautify, we covered the best way to record a makeup tutorial, and on Manners, we showed how to best showcase your car. These four storylines were shared via Instagram Stories on the respective platforms. A swipe-up linked to the article with even more tips, for further reach among the target audience.
Additional touchpoints with the Fluid ad
We used the Fluid ad as a retargeting tool. On the one hand, based on content viewed; on the other hand, based on audience targeting (Millennials/Gen Z).
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The Results
MHX produced four content stories. These were pinned to each featured post and supported by Instagram Stories. Elastic Native was used to create additional reach. The use of Elastic Native yielded excellent results.
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About the Samsung Galaxy S21
Designed to revolutionize video and photography, with 8K resolution that surpasses cinema quality, so you can extract epic photos directly from video. The S21 5G and S21+ 5G both feature a 64MP camera, the fastest chipset ever, and a powerful all-day battery. The new Samsung S21 is impressive!
Together with Mediahuis, we launched a branded content campaign that highlighted the features of the Samsung Galaxy S21 from various angles. It struck a good balance between editorial and branded content, which felt natural to the target audience.
— Thu Nguyen, Media Project Manager, Samsung
