HOW DO YOU TURN A PRODUCT KEYNOTE INTO A GLOBAL CULTURAL MOMENT THAT PIQUES GEN Z’S INTEREST?
Samsung, Unpacked x Sydney Sweeney
We sent Sydney Sweeney on a multi-day IG content journey in the lead up to Unpacked, teasing her arrival in Seoul, documenting her foray into Korean culture with “Nightseeing”, and building anticipation among her 15M+ fans.
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 was about Sydney’s selfie, Global headlines + social chatter + viral edits 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.