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#SubtlySponsoredPost: How Samsung overtook Apple in a-not-so-subtle way

Agency
Leo Burnett Sydney
Client
Samsung
Awards
Bronze
Return on Investment
Summary
This is the story of unconventional thinking prevailing. The convention within the smartphone category is that the product with the best specs, or best price, wins. The convention is that Gen Z is “hard-to-reach”. The convention is that Apple is unbeatable. Our campaign, #SubtlySponsoredPost , exceeded expectations and upended all conventions. It connected with an audience that had become cynical and tired of confected ‘authentic’ influencer posts and, in doing so, it helped Samsung overtake Apple to dominate the mid-tier smartphone category, acquiring a whopping X% 1 market share at an ROI of $ X for every $1 spent .
Case study

ROI Entry Form 2020 Samsung Sponsored Post no data

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Credits
Executive Creative Director Grant McAloon
Creative Directors Nigel Clark and Adrian Ely
Associate Creative Directors Letizia Bozzolini and Lisa O’Neill
Head Of Production Adrian Jung
Producer Lauren McMahon
Chief Strategy Officer Emily Taylor
Author / Connection Strategy Director Matt Chisholm
Author Graham Alvarez
Group Head Rebecca Morton
Senior Business Director Neil Duncan
Senior Business Manager Emily Fisher
Senior Business Manager Laura Egan
Content Writer Megan Smith
Social Manager James Healey
Content Director Madeleine Purdy
Junior Editor Arun Surendran
Studio Manager Dan Crozier
Group Marketing Manager, Mobile An Le Samsung
Assistant Marketing Manager, Mobile Alicia Malmur Samsung

 

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