Submitted by Kobe

Samsung Galaxy Watch7 Energy Score Creator Campaign

Influencer Marketing

Kobe ran a 37-creator Energy Score campaign across eight APAC markets for the Samsung Galaxy Watch7, which the agency reports generated 13.1M plays.

13.1MReported Plays
104KReported Engagements

Case in 60 seconds

Samsung needed to make Energy Score on the Galaxy Watch7 relevant across eight distinct markets without fragmenting the product story, because a rigid regional script would travel badly while eight disconnected campaigns would lose scale.

The campaign turns on the page's claim that health data becomes easier to understand inside a life audiences recognise, so readiness is treated as universal while its expression through sport, sleep and recovery stays local.

Kobe built one regional creator system around a single question, "What's your Energy Score?", which gave every execution the same centre while letting each creator answer it through a routine their audience already knew.

37 creators in eight APAC markets produced 98 content pieces, introducing Energy Score at a decision point within boxing, parkour, football, running, gym training, sleep and recovery routines and interpreting the feature in their own voice.

Kobe reports 13.1 million plays and 104,000 engagements across the eight markets, drawn from creators with a combined following of 22.9 million, while the page names no sales or brand outcome.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Audiences in Singapore, Malaysia, Vietnam, the Philippines, Thailand, Australia, New Zealand and Indonesia who follow creators in sport, training, sleep and recovery, with lifestyle content carrying the feature beyond elite fitness.
Health technology is easy to explain as a feature and harder to make personally meaningful, so the page frames the deeper problem as translating one readiness number into many familiar lives rather than raising awareness.
Samsung supplied the fixed element, Energy Score on the Galaxy Watch7, while creator, activity, setting and storytelling style adapted by market, so the brand held the product truth and the creators held the context.
Kobe reads readiness as universal and its expression as local, so a boxer, a runner, a footballer and a lifestyle creator can each use the same feature differently, and that variation carried the explanation.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Kobe (lead_agency)

Creator role

  • Intan Serah — creator
  • Chan Pitikanjanasakul — creator
  • Zoe Hobbs — creator
  • POPPY RAINBOW BOLTZ — creator

Results & Evidence

MetricValueResult type
Reported Plays13.1M playscontent_pieces
Reported Engagements104K engagementsengagements

Why Kobe's strategy worked

  1. 1

    Regional creator work holds together when the brand fixes one behaviour for creators to interpret rather than one script to repeat, because the product signal stays constant while casting and context change by market.

  2. 2

    A product feature becomes content when it is placed at a real decision point in a routine, such as training or rest, so the creator explains the feature through action rather than through a technical claim.

  3. 3

    An idea has to be designed for volume before casting begins, because one that cannot produce many distinct executions turns scale into repetition rather than relevance, which is how Kobe frames reaching 98 content pieces.

  4. 4

    Regional totals need defined measures for plays, interactions and creator audience alongside market-level figures, because a consolidated sum can conceal where performance was concentrated, and this page publishes only the regional totals.

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