Samsung: /make

Samsung, the smartphone maker, created original YouTube content to reach creative Gen Z consumers in the US.

Background and context

With stiff competition from Apple, Samsung needed to reach the next generation of mobile consumers by shifting attention from the iPhone and encouraging reconsideration of Galaxy. But how do you connect with a generation who tunes out traditional advertising? Gen Z, more than other consumers, wants brands to make something closely aligned to their interests. Samsung saw an opportunity to break through to the Gen Z generation by creating value and tools to fuel these young consumers’ passions.

Campaign objectives

The goal of “/make” was to build relationships with Gen Z creators to grow the brand...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands