#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
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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 |