To launch Samsung's new TV 'The Frame' around the world, we needed to target a very discerning audience; the design community.
Our approach was to tap into a design trend called “adaptive reuse,” which encourages people to transform old and unused spaces into imaginative living spaces. We partnered with interior design influencer Emily Henderson and a slew of micro-influencers to "Reframe" different spaces using Samsung’s TV in three key global markets.
We created 4 films and multiple audience specific cut-downs, distributed them via our influencers' blogs and social media channels and through strategic media partnerships. The result was 20 million impressions (without a single post from the brand itself) and a 300% bump in sales.
EPISODE THREE - BARN (TRAILER)
See the full length episodes on my Vimeo page here
EPISODE ONE - GREENHOUSE
EPISODE TWO - BOATHOUSE
EPISODE THREE - BARN
Our distribution plan was simple: 'never from the brand.'
Hero content was released by our hero influencer to her highly engaged fans on her website and YouTube channel.
Influencers posted images in-feed on Instagram
and created behind the scenes IG Stories on set.
Cut-downs were released by partnering influencers
to drive traffic to YouTube.
Strategic media partnerships and targeted display ads ensured high visibility with our target audience.
A supporting social campaign with 25 micro-influencers on Instagram extended reach to show people reframing their own space with The Frame TV.
ASSOCIATE CREATIVE DIRECTOR Andrew Peet
ASSOCIATE CREATIVE DIRECTOR Lee Tone
PRODUCTION PARTNER Alkemy-X
DIRECTOR E.J. McLeavy-Fisher
WEBBY Finalist - Best Film & Video (Branded Campaign)