#TeamGalaxy is a global network of influencers who use Galaxy technology to make, create, and express themselves. Sabrina Carpenter is #TeamGalaxy’s newest global influencer - she joins Millie Bobby Brown, and gamers Myth and Fuslie, in leading the next generation of Galaxy creators.

As a recent recruit, Sabrina has been documenting and sharing every step of her Galaxy switching journey. This Holiday campaign was her chance to invite her fans into the fold, allowing her to show them the magic of Galaxy products.


BACKGROUND

As the biggest retail moment of the year approached, Samsung needed a campaign that would drive top of mind awareness amongst a hard-to-reach and notoriously fickle Gen Z audience around the Holiday season (Thanksgiving, Cyberweek and Christmas). They wanted their ecosystem of Galaxy products to be top-of-mind when Gen Z started thinking of giving (or receiving) gifts during this period.


STRATEGY

We were targeting a female Gen Z cohort, who rely on their mobile devices to express themselves and connect with friends, and we knew that 42 million of them follow Gen Z icon Sabrina Carpenter across Instagram, TikTok, YouTube, and Twitter.

We needed an idea that would resonate deeply with this audience, and come to life in all the social environments they hang out. And importantly, after a challenging 2021, we knew that it was essential to instil a sense of optimism for the future - reminding audiences that the holiday season is a time to connect, to share - a time for hope and renewal.

It all started with a simple insight: that gifting is a chance to show a friend just how well you know them. Often, it’s little things - such as shared moments - that become the catalyst for a gift.

To elevate this thought, and with it the importance of gifting, we partnered with a songwriter known for making everyday moments feel special: Sabrina Carpenter.

Together we wrote a series of short songs that celebrated three real friendships, cleverly matching Galaxy products to the little moments that defined them.

Director Gia Coppola then brought the stories and songs to life in cinematic detail, crafting three distinct social films, each intercut with real footage, of Sabrina’s real fans, reacting to their personalised songs.


EXECUTION

It started with a call-out on Twitter to find stories: we engaged Sabrina’s fanbase, inviting them to share moments that defined their friendships.

Sabrina, her producer Leroy Clampitt and co-writer Skyler Stonestree then wrote three songs - each fan’s story matched with a Galaxy gift.

For Sofia: a song about dinner dates via video-calls with her friend Lee who lives 4 hours away, gifted with a Z Flip 3 - perfect for late night calls.

For Annie: a song that tells the tale of a treehouse, a snake, and a fragile heart, gifted with a Watch4 to help monitor it, from big sister Jamie.

For Erin: a song that celebrates her friendship with Ari - forged by spontaneous dancing - gifted with Galaxy Buds2, so they can listen together anywhere.

The films that followed were rolled out on Sabrina’s and Samsung’s social channels in the lead up to Holiday season.

RESULTS

42M potential reach
5.6M organic impressions
1.7M organic video views
600K organic engagements
10% organic engagement rate