Samsung UK's 'Sync Your Style' Campaign Inspires Personal Expression Through Tech

Today Samsung UK launches a new creator-led social campaign, 'Sync your Style', inviting consumers to use creativity and imagination when making consumer electronics and domestic appliance purchase decisions. The new campaign, created by Iris, demonstrates how consumers can channel their personality and lifestyle to customise the tech in their home.

In Samsung UK’s first cross-category campaign working with talent in the lifestyle space, it supports the company’s ambitious growth plans in the sector. The creative focuses on the single common thread of customisation and design across Samsung’s tech, delivering a simple emotive message to consumers rather than honing in on more complex functionality features.

The campaign enlists the expertise of style icons from the interior world, including the homeware designer and creative director Matilda Goad and fashion and lifestyle entrepreneur Abisola Omole. Working closely with the talent, Iris has created a content series consisting of social videos ranging from 15” to 90”, that showcase how the interior design gurus incorporate Samsung tech into their homes in a way that compliments and enhances their personal aesthetic. The content sees the talent experiment with the customisable features of Samsung’s tech in a way that best expresses their styles. These include unique designs, multiple colour ways and an unparalleled range of practical applications for the tech. The video content is also supported by photographic stills which will be featured across press, earned, owned and paid social.

The campaign is further supported by a consumer event at the Samsung KX store in Coal Drops Yard. The activation will support the social content where consumers will be able to explore how the talent style Samsung’s tech in person.

Starcom Worldwide are responsible for amplifying the earned and owned social campaign in paid social and display.

Rachel Byles, head of PR and partnerships at Iris said of the campaign, “There is a temptation when working on a tech account to focus on the minutiae of functional capabilities but Samsung products play a meaningful role in people’s lives beyond just tech. By connecting with creators through the Iris inc platform, we were able to put front and centre the creative potential of tech, working alongside such titans in the home interior space to bring this message to life.”

Ashrita Seshadri of Samsung Electronics reflects on the Campaign, “This latest campaign is an important feature of our wider growth strategy, effectively communicating  our prominence across the lifestyle category. The focus on creativity translates an emotive message to our consumers, demonstrating how our tech contributes to and enhances their personal styles.”