Drop in with Samsung
Iris has been working with Samsung across integrated comms in Europe, APAC and the US since 2014.
Our challenge was to engage the emerging Gen Z audience, as apathy towards traditional advertising meant that Samsung had to adopt a different strategy.
To inform this strategy, we commissioned YouGov research and discovered the growing popularity of skateboarding and skate culture among a Gen Z audience in the UK.
Together with Samsung, we launched an impactful campaign supporting the brand’s announcement to join forces with Skateboard GB, the governing body for skateboarding in the UK.
The partnership formed a new platform for both brands to increase brand affinity and consideration among a Gen Z audience.
The creator-led campaign aimed to empower a UK Gen Z audience to demonstrate the “guts to try” skateboarding ahead of the Paris Olympics 2024.
The long-term partnership represents a commitment from Samsung to British skateboarding across coaching, grassroots, and elite pathways. A first-of-its-kind in terms of value and brand alignment for the sport to inspire the future generation.
We kicked off the launch with an event in London’s BaySixty6 skate park. The campaign brings together a team of influential professional skateboarders and Skateboard GB to demonstrate their skateboarding skills to an audience of young skateboarders from the local community, inviting them to ‘Drop In’ with Samsung on the day.
The campaign currently rolls across Instagram, TikTok, and YouTube from September through December 2023.
Client
Specialisms involved
Iris has been working with Samsung across integrated comms in Europe, APAC and the US since 2014.
Our challenge was to engage the emerging Gen Z audience, as apathy towards traditional advertising meant that Samsung had to adopt a different strategy.
To inform this strategy, we commissioned YouGov research and discovered the growing popularity of skateboarding and skate culture among a Gen Z audience in the UK.
Together with Samsung, we launched an impactful campaign supporting the brand’s announcement to join forces with Skateboard GB, the governing body for skateboarding in the UK.
The partnership formed a new platform for both brands to increase brand affinity and consideration among a Gen Z audience.
The creator-led campaign aimed to empower a UK Gen Z audience to demonstrate the “guts to try” skateboarding ahead of the Paris Olympics 2024.
The long-term partnership represents a commitment from Samsung to British skateboarding across coaching, grassroots, and elite pathways. A first-of-its-kind in terms of value and brand alignment for the sport to inspire the future generation.
We kicked off the launch with an event in London’s BaySixty6 skate park. The campaign brings together a team of influential professional skateboarders and Skateboard GB to demonstrate their skateboarding skills to an audience of young skateboarders from the local community, inviting them to ‘Drop In’ with Samsung on the day.
The campaign currently rolls across Instagram, TikTok, and YouTube from September through December 2023.
2M
organic impressions
+500K
views and counting
+20K
engagements
