Samsung 8K Video Snap TikTok Hashtag Challenge
Submitted by We Are Social

Samsung 8K Video Snap TikTok Hashtag Challenge

Influencer Marketing

We Are Social took the Galaxy S21's 8K Video Snap feature to TikTok for Samsung with #VideoSnapChallenge, which the agency reports passed over 33B+ views.

3B+Engagements
7.5MUGC Submissions

About the campaign

Samsung brought the Galaxy S21's 8K Video Snap feature to TikTok through We Are Social's #VideoSnapChallenge, which passed over 33 billion views. The feature records 8K video and captures stills at the same time. Samsung wanted to introduce it to creative Gen Z and young Millennials who rely on their devices to express themselves.

The agency built a hashtag challenge that asks users to capture three different versions of themselves while the camera keeps rolling. Working with TikTok, it designed a custom filter that dramatised the 8K Video Snap feature. Record label 88Rising created an original track for the challenge.

The agency reports that #VideoSnapChallenge became the most popular hashtag challenge ever on TikTok. The campaign delivered over 3 billion engagements and 7.5 million UGC submissions. The agency also reports positive sentiment and wider awareness of the Galaxy S21's creative feature among Gen Z and young Millennials.

Case in 60 seconds

Samsung needed to introduce the 8K Video Snap feature on the Galaxy S21 to creative Gen Z and young Millennials, an audience that is highly active on social and relies on its devices to express itself.

Gen Z and young Millennials hold several authentic selves at once, so a camera that records video and captures stills simultaneously gives them a way to show more than one version in a single take.

A TikTok hashtag challenge, #VideoSnapChallenge, invited users to capture three different versions of themselves while the camera kept rolling, which made the feature's simultaneous recording the rule every entry had to follow.

We Are Social reports over 33 billion views for #VideoSnapChallenge alongside over 3 billion engagements and 7.5 million UGC submissions, and names it the most popular hashtag challenge ever.

Strategy Breakdown

Creative Gen Z and young Millennials who are highly active on social and rely on their devices to express themselves.
Gen Z and young Millennials do not hold one fixed authentic self, so a format that lets one person appear as three versions of themselves matches how this audience presents itself on social.
Samsung acts as the enabler of self-expression, supplying the filter, the track and the creator seeding while users supply the content.
This audience relies on its devices to express itself on social, so a challenge built around the camera fits a habit that already exists.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • We Are Social (lead agency)
  • TikTok (platform partner)
  • 88Rising (production)

Participation mechanic

  • TikTok users joined #VideoSnapChallenge by using the custom filter to capture three different versions of themselves in one continuous recording, with an original 88Rising track made for the challenge.

Results & Evidence

MetricValue
Hashtag Challenge Viewsover 33B+ views
Engagementsover 3B+ engagements
UGC Submissions7.5M UGC submissions
Creators Taking PartOver 100+ creators

Why We Are Social's strategy worked

  1. 1

    A product feature becomes a participation rule when the challenge cannot be completed without it, so every entry demonstrates the feature rather than only mentioning it.

  2. 2

    Seeding a challenge through a brand's existing global influencer network lets it start in many countries at once, because those creators already hold audiences in each market.

Related Case studies