Building a stronger brand love among the younger audience on social.

The Goal

Samsung challenged us to help build stronger brand love among younger audiences, making Samsung the go-to tech brand over competitors. What began as a TikTok-only collaboration quickly evolved: after a successful start, we expanded into full content responsibility for TikTok, Instagram, and YouTube Shorts across both the Netherlands and Belgium.

My Role

As the content creative, I lead the full content creation process, from concepting to directing, filming, and editing. I’m always on the lookout for the latest trends, tech innovations, and cultural moments to help Samsung show up natively and impactfully on social. Beyond reactive content, I also initiated several proactive campaigns and Social Commerce livestreams (see Livestreams).

Three different platforms, means three different content strategies. We looked at the brand identity, platform culture and mechanics. This resulted in three different approaches. For Instagram we focused on inspiring people to get from 0 to 1, with Samsung. YouTube was all for education. Think tech news, top 5 …, things you didn’t know you needed. All to educate our audience, based on search behavior. I saw TikTok as the place where the ‘creative magic’ happend and the goal was to really entertain our audience.

All content was human-first, product second.

The Achievements

Our work didn’t just resonate, it performed. We helped grow Samsung’s social presence significantly: +157% follower growth in Belgium and +236% in the Netherlands. By combining creative agility with a deep understanding of social culture, we turned Samsung’s channels into vibrant platforms that speak the language of a new generation. We did this by creating content ourselves and work closely with a consistent creator pool of Samsung Ambassadors.