SAMSUNG GLOBAL
MOTHER’S DAY
ACTIVATION #WITHGALAXY
Shattered engagement records for Samsung Global across social, uniting impactful influencers and heartfelt storytelling at the height of COVID-19.
ROLE // ACCOUNT SUPERVISOR
KEY HIGHLIGHTS
Global Reach & Impact: 10.6M organic impressions and 2.8M TikTok views, with 1.1M engagements across social platforms.
Widespread Adoption: Adopted in 38 local markets after launch, driving the highest daily average of #withGalaxy mentions in three years, with a +74% increase over 2020’s daily average.
Exceeding Benchmarks: +51% lift in engagement rate on TikTok, far surpassing platform norms.
Influencer Reach: Secured and managed top talent partnerships, including Yara Shahidi, Tyler Joe, Danny Casale, Bryant, and Jalaiah Harmon, boosting impressions by 4.2M.
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Agency: R/GA
Creative Directors: Aaron Mosher and Dave and David Yankelewitz
Influencer Strategy Lead: Breanne Thomas
Strategist: Meghan Lorito
Production Lead: Amy Moore
Producer: Anna Fine
Strategy Lead: Meghann Mackenzie
Strategist: Catherine Dailey, Meryl Swagner
Account Leads: Michael Beverley, Kris Gibbons
Account Directors: Stephanie Kim, Madeline LaRocca
Account Supervisor: Megan Spiess
JIMMY FALLON GIVEAWAY AND LAUNCH FILM
For Mother’s Day, we teamed up with Jimmy Fallon to honor six frontline healthcare moms with $25K each and a Samsung tech bundle. Our launch film aired during the commercial break.
SAMSUNG GLOBAL EXPLORE PAGE
Featured on Samsung.com, a powerful spread designed and built to capture influencer quotes and stunning content from the campaign shot on the S20 Ultra 5G.
UNIQUE INFLUENCER CONTENT
Celebrating moms from afar, influencers shared heartfelt photos and stories during COVID-19, using Galaxy devices to inspire connection.
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