SamsungEmbrace The Hustle Campaign
INFLUENCER | Experiential
How do you leverage experts & creators to grow a community around a mobile product?
We were tasked with fueling growth and influencing purchases for Samsung’s latest Note mobile device. To do this, we worked with influencers to showcase the device’s value props, which centered around productivity, media, and creativity. These specific influencers had turned their side-hustles into main-hustles, embodying the spirit of the phone and campaign. We developed content and IRL experiences with these influencers (including “Embrace The Hustle Talk Show”) that highlighted their journeys and the business power of the phone’s features so consumers would be inspired and could visualize themselves making it to the next level with the help of the latest Samsung phone.
What We Delivered
- Demonstrated how you could turn your side-hustle into your main hustle powered by the the Galaxy Note9
- Partnered with a lineup of multi-hyphenate influencers and talent who had built careers through grit and creativity
- A livestreamed talk show filmed at Samsung 837 (NYC’s immersive experiential store) featuring stars in tech, fashion, gaming, and media.
- Talent lineup: Issa Rae, Daymond John, Casey Neistat, Gus Kenworthy, Guy Raz, and Elaine Welteroth joined the show to demonstrate how their hustle and their Note9 go hand-in-hand.
- Coincided with After Unpacked Block Party, where fans engaged with hands-on Note9 demos and exclusive experiences. (A 2 city-block take over)
- Ninja headlined a Fortnite match with fans, blending product demonstration with entertainment.
- The campaign connected emotionally with the hustle generation, bridging technology and ambition in an authentic, culturally relevant way.
