Samsung actively engages with Gen Z by aligning its sustainability efforts with the values and aspirations of this environmentally conscious and socially responsible generation.
III. THE CHALLENGE
Initiate a strategic awareness campaign to demonstrate Samsung's unwavering commitment to the planet's future and engage with the Gen Z demographic. The challenge was to not only make Samsung a steward for sustainable companies but to align its values and aspirations with those of the environmentally-conscious generation.
IV. THE SOLUTION
Craft a month-long event that started on Valentine's Day
to surprise and delight GenZ where they are at, TikTok. With the help of TikTok personality Alex Weber, we took
to the streets of New York, surprising unsuspecting individuals engaged in small yet impactful eco-friendly actions, like using reusable bags, riding bikes and
recycling waste. In addition to the campaign video that kicked off the initiative, we also introduced a branded hashtag and produced additional influencer videos to amplify the message.