Brand: Samsung
Industry: Retail
Campaign: Samsung Explore Blog
Role: Strategy/Copywriting/Creative Direction
Explore is a passion-centric content hub on Samsung.com designed to connect content, products, people and their passions. Since the dot com felt like a product catalog, and it didn’t reflect the brand’s “do what you can’t” spirit, the brand was struggling to appeal to millennials and Gen Z consumers.
So how could Samsung click with this hyper-connected generation? Knowing that the internet is where they find their entertainment, their stories, and their culture, we reverse-engineered content based on what they were already searching for online.
We dove into their search behavior and learned they’re most passionate about photography, gaming, fitness and getting s**t done. This insight inspires authentic editorials with subtle product mentions, including inspiration and advice from influencers they already care about.
Don’t know how to take a bokeh photo? Now you do. Need to chill out? Learn to relax in 10 minutes or less. By using SEO to spark relevant stories, Explore shows a different side to Samsung, helps build a new audience of fans and drives conversion… all without a single dollar being spent on media.
