Associate Creative Director
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Samsung 'The Frame'

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SOCIAL MEDIA
INFLUENCER

 

 

 

 









 

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

 
 

 

 

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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.

 
 
 





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Influencers posted images in-feed on Instagram
and created behind the scenes IG Stories on set.

 

 

 

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Cut-downs were released by partnering influencers
to drive traffic to YouTube.

 
 
 

 

 

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Strategic media partnerships and targeted display ads ensured high visibility with our target audience.

 
 

 

 

 

 

 

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A supporting social campaign with 25 micro-influencers on Instagram extended reach to show people reframing their own space with The Frame TV.

 
 

 

CREATIVE CREDITS

AGENCY  Barbarian
ASSOCIATE CREATIVE DIRECTOR  Andrew Peet
ASSOCIATE CREATIVE DIRECTOR   Lee Tone
PRODUCTION PARTNER  Alkemy-X
DIRECTOR E.J. McLeavy-Fisher

AWARDS

WEBBY  Finalist - Best Film & Video (Branded Campaign)