Seen as “uncool” by Gen Z customers, Samsung phones had a perception problem. To shift this, we needed to embed them into the once place where cool gets decided - Fashion Week.
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Every influencer post was captioned with #RunwayReady, little did their followers know they meant literally. As the looks they’d been in all week were launched on the runway Samsung shared a reveal video, cementing their positioning as brand for the fashion forward.
The looks caused a stir, featured in Vogue, Elle and Russh as the ‘Best Street Style’ - always with a Samsung in hand. Their followers begged for the designer's details, but the less the influencers said, the more attention they got.