HOW DO YOU TURN A TECH PRODUCT KEYNOTE INTO A GLOBAL CULTURAL MOMENT ?
The challenge? Make Samsung's Unpacked keynote unmissable for Gen Z. So, we orchestrated a multi-day content journey starring Sydney Sweeney for maximum cultural cache. Teasing her arrival in Seoul in the lead-up to the event and documenting her foray into Korean culture with “Nightseeing”.
At Unpacked, we engineered the hero moment. A live Galaxy Z Flip selfie with K-pop star Wonyoung, posted instantly and designed to go viral. A fandom crossover that sparked headlines and conversation globally.
We hit the event from every angle: an IG Live takeover with GlamBot creator Cole Walliser, on-site content from 135 creators, celebrity tweets, and ambassador appearances woven into Unpacked product films.
THE IMPACT:
• 3.24B reach from all content
• 7.4M earned mentions for Samsung
• 7.4% of all Samsung conversation driven by Sydney’s selfie
• Global headlines, viral edits, and chatter across K-pop and pop culture fandoms.
ROLE: Concept, Copy, Art-Direction, Creator Briefing, On-site Direction.
We followed Sydney to Seoul as she took audiences #Nightseeing; showcasing the incredible night mode of the Z Flip and the new experiences it unfolds.
Sydney’s Samsung posts outperformed her other branded content, boasting 8.1% engagement rates and 88.8M in reach, and a 160% uptake in positive sentiment over her journey.