Influencer Marketing Case Study: Samsung
Context
Samsung, a leading producer of electronic devices, has collaborated with Narrators on multiple campaigns promoting a range of products, from smartphones to smart tags and soundbars. In their latest endeavor, Samsung sought to create excitement around new product releases and boost foot traffic to Samsung stores in Singapore.
Strategy
Narrators and Samsung crafted a comprehensive strategy divided into three phases. In the first phase, influencers were tasked with creating excitement about Samsung’s upcoming launches in Singapore by sharing engaging Instagram stories. The second phase focused on driving interest for the new products and encouraging consumers to visit the Samsung Experience Store in VivoCity to view the physical units up close, utilising Instagram stories and reels. Finally, the third phase involved influencers attending Samsung’s media and trade event at Jewel, Changi, to capture and share captivating Instagram reels.
Results
Eight lifestyle micro-influencers from Singapore were carefully selected through the Narrators platform to participate in each stage of the campaign. In total, the campaign produced 40 pieces of creative content, comprising 24 Instagram stories and 16 Instagram reels. The content showcased a vibrant, premium, and modern tone, perfectly aligned with Samsung’s brand vision. The campaign surpassed expectations, generating 111K engagements, exceeding the established KPIs.
