Samsung
To help Samsung connect with younger audiences, I worked on strategy, creative direction, and copy for a passion-driven content hub on Samsung.com. Using SEO and audience insights, we created editorial stories that seamlessly blended culture, utility, and product—no media dollars needed.
strategy
creative direction
copywriting
Project Overview
Client: Samsung
Industry: Retail
Campaign: Samsung Explore Blog
My Role: Strategy, Creative Direction, Copywriting
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.
Concept
Reality
Concept
Reality
Concept
Reality
