18m
social impressions
6%
market share growth in just 6 months
£21M
incremental revenue
4.3
ROI
The Challenge
Since 2014, IRIS and Samsung have worked together to change the game across Europe, APAC, and the US.
To win back Gen-Z, Samsung needed to participate in their culture in a way that earned their respect and got them to consider Samsung again. Iris built the investment case for a multi-year platform that spoke directly to this emerging generation’s passions and values in an unconventional way.
But big tech brands don’t normally belong in skateboard culture. Our challenge was clear: be integral to making it better.
The Approach
Iris identified 3.9M Gen Z UK skaters as a key audience for Samsung – known for courage, creativity, and community. With Paris 2024 approaching, the Drop In with Samsung platform inspired skaters to have the “guts to try”. Partnering with Skateboard GB, Samsung supported British skateboarding at all levels, from grassroots to elite. The Samsung Galaxy Z Flip empowered skaters to create in new ways, boosting accessibility and creativity. Led by Team Galaxy Skate and amplified by creators across Instagram, TikTok, and YouTube, the campaign authentically embedded Samsung in skate culture. The result: £21M in incremental revenue and a 4.3 ROI, proving Samsung didn’t just support the sport—it moved it forward.
Michael Durey – Marketing & Strategy Director at Samsung
IRIS helped us connect with Gen Z in a way that felt authentic, bold, and culturally relevant. Their strategic thinking and creative execution made Samsung part of the conversation – not just another brand trying to join it.