Samsung - Samsung KX

CAMPAIGN: Samsung KX - Solving Real World Problems In Collaboration With Influencers

The Samsung Challenge:

Use influencers to launch Samsung’s new premium brand experience space - Samsung KX - London’s new home of culture and innovation, in the heart of King’s Cross.

The Manifest Approach:

We set our sights on challenging the negativity around influencer marketing and pushing this brief beyond just promoting Samsung KX, making positive impacts among the local community. 

Lives not Likes:

Samsung Co—Lab was a cross-channel campaign that threw together influencers from opposite ends of the social spectrum to create real solutions to real problems.

Our collaborators were paired together to give juxtaposing views on important societal issues including disability, homophobia and parenting.

Influencers then hosted events at Samsung KX showcasing their creative solutions, inviting their fans to attend and get involved in their projects.

We ran 11 Co—Labs in total, involving 27 influencers, over 3months–each culminating in a live event at the Samsung KX venue where the product of the Co—Lab was unveiled to spark discussion.

Content was produced by the influencers from the moment they met their partners through to unveiling their co-creation, resulting in more than 150 posts that sparked nearly 100k engagements and cross-pollinated disparate audiences on social media.