Samsung ~ Sydney Sweeney
Challenging the stereotype of Samsung users.
To win over Gen Z and demonstrate the benefits of Samsung’s flip phone (the Z Flip), we recruited actress Sydney Sweeney. Her "switch" from Apple was more than just a change in tech; Sydney’s journey showcased how overcoming the fear of the green bubble can open up a world of possibilities.
After a switching announcement garnered 5.69M views, we followed Sydney to Seoul as she took audiences #Nightseeing; showcasing the incredible night mode of the Z Flip and the new experiences it unfolds.
With a simple (strategically planned) selfie at Samsung’s Unpacked tech event, a viral moment was born, blending two worlds of Gen Z fandom and grabbing headlines globally.
With a series of authentic posts (never underestimate the power of a photo dump) that cemented the Z Flip’s role in her everyday life, we convinced Gen Z that braving the green bubble isn’t so bad after all.
Sydney’s Samsung posts outperformed her other branded content, boasting 8.1% engagement rates and 88.8M in reach, and a 160% uptake in positive sentiment over her journey.