Samsung
Managed 5 influencer trips across the globe
Background: Samsung wanted to showcase its latest technology in a way that felt rooted in real life, rather than simply focusing on product features. The campaign centred around five creator trips across the globe, bringing together talent from different worlds — from professional footballers and gamers to artists and creatives. Each trip was built around a specially designed house filled with Samsung technology, giving creators a space to live, create and naturally demonstrate how the products could fit into their everyday lives and work.
Client Needs:
Samsung needed the campaign to deliver on four key areas:
The right talent: Creators with genuine credibility in their space, who could bring Samsung into their content in a way that felt natural and relevant to their audience.
Natural product integration: Technology needed to be part of the story, not simply product placement — showing how Samsung could support each creator’s work, interests and everyday life.
Global reach: A diverse mix of talent and content that could connect with audiences across different markets and platforms, while still feeling like one cohesive campaign.
Clear measurement: Robust reporting across reach, engagement and overall campaign performance to understand the impact of each creator partnership.
Approach:
I led the influencer campaign end-to-end across all five global trips, from sourcing and securing the right talent through to creative, logistics and reporting.
Talent sourcing: I built a diverse roster of creators across sport, gaming, art and culture, selecting talent based on their audience, creative style and ability to make Samsung’s technology feel relevant within their world.
Negotiation & contracting: I managed talent negotiations and contracting, agreeing fees, deliverables, usage and timelines while working closely with legal teams to ensure everything was covered ahead of each trip.
Creative & briefing: I worked with the wider Samsung team to shape briefs around each creator, finding natural ways for the technology to play a role in their content without losing what made their work distinctive in the first place.
Trip management: I oversaw the creator side of all five trips, coordinating talent and logistics around the specially designed Samsung houses and ensuring everything was in place for creators to capture and deliver their content.
Reporting: Following each activation, I tracked performance across the creator content and pulled together reporting covering reach, engagement and audience insights, alongside learnings to help inform future activity.
The campaign delivered strong engagement across the creator content, generating significant interactions and extending Samsung’s reach across a range of audiences and communities.
Strong performance: Creator content drove reach and engagement across multiple platforms, with audiences actively liking, commenting on and sharing the campaign. More importantly, the content demonstrated Samsung’s technology in context, showing how it could genuinely complement different lifestyles, interests and creative disciplines.
A successful global activation: Across five international trips and a diverse roster of talent, the campaign delivered a consistent Samsung message without making the creator content feel formulaic. The result was a global campaign that showcased the breadth of Samsung’s technology while allowing each creator to bring their own audience, personality and perspective to it.