Submitted by Coolr

Samsung: Unlock It Live

Influencer Marketing

Coolr built a live commerce series for Samsung Europe hosted by local influencers across four markets, and the agency reports total impressions of 66M.

0.9%conversion rate
34%share of S21 sales in Poland attributed
20%share of S21 sales in Spain attributed
19%share of revenue in Spain attributed to
240Ktotal content viewers

Case in 60 seconds

Samsung Europe wanted disruptive social content reaching a much younger audience than it had reached before, which meant not only engaging Gen Z but converting that audience into followers, customers and an uplift in sales.

The campaign appears to turn on the argument Coolr makes about Gen Z being wrongly read as one group on the same platforms consuming the same content, so local language and local creators carry the work rather than one pan-European execution.

Unlock it Live turned audience size into the offer itself, since the more people who tuned into a stream the better the discounts became, which made recruiting other viewers the point of watching.

Two taster events ran in March and streams followed in Romania, Spain, Poland and the Netherlands in April, live on local Samsung YouTube and influencer owned channels, with hosts completing challenges and games and answering follower questions in local language.

Coolr reports total impressions of 66M, total reach of 42M, total content viewers of 240K and a conversion rate of 0.9%, and states that 19% of all revenue in Spain during the Supercharge week in April came from the activation.

Strategy Breakdown

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

A Gen Z audience, described as much younger than Samsung had reached before, in Romania, Spain, Poland and the Netherlands.
Gen Z is routinely addressed as a single European audience on shared platforms, and Coolr states this is far from true, so the work had to speak to distinct national audiences in their own language rather than translate one idea four times.
Samsung needed a younger audience than it had previously reached while still converting that attention into followers and sales, which is a harder ask than reach alone because entertainment and commerce had to run in the same broadcast.
Samsung supplied the offer and the local YouTube channels that carried the streams, so the brand functioned as the host platform and the source of the discount rather than as the on-screen voice.
Based on the available evidence, the mechanic assumes viewers will share a stream when the reward is collective, because the discount improves for everybody as numbers rise and creates immediacy for the people already watching.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • YouTube
  • live video streams
  • social content

Partners

  • Coolr (lead_agency)

Participation mechanic

  • Viewers joined live streams where the discounts improved as more people tuned in, giving them reason to bring friends into the stream, and they put questions to the hosts during broadcast.

Creator role

  • Harm de Boer — creator
  • Kelly Buth — creator
  • Kuba Norek — creator
  • Laia Oli — creator
  • Lora Petrescu — creator
  • Magda Bereda — creator
  • Maximilian Ioan — creator
  • The Shooter Coc — creator
  • local influencers
  • top influencers from those countries

Results & Evidence

MetricValueResult type
conversion rateConversion Rate: 0.9%performance
share of S21 sales in Poland attributed to the activationIn Poland, 34% of S21 sales during the campaign period came from Unlock it Live.business
share of S21 sales in Spain attributed to the activationSimilarly, 20% of S21 sales and 17% of latest A-series sales in Spain during the campaign period came from Unlock it Live.business
share of revenue in Spain attributed to the activation19% of all revenue in Spain during the Supercharge week in April came from the Unlock it Live activation.business
total content viewersTotal Content Viewers: 240Kperformance
total impressionsTotal Impressions: 66Mimpressions
total reachTotal Reach: 42Mreach

Why Coolr's strategy worked

  1. 1

    Tying discount depth to concurrent viewership converts an audience into a recruitment mechanism, because each additional viewer improves the deal for everybody already watching rather than only for the brand.

  2. 2

    Splitting one European brief into four local-language streams with local hosts appears to be what made the sales claims market-specific, since Coolr reports separate S21 share figures for Spain and Poland rather than one European number.

  3. 3

    Running the streams on Samsung's own local YouTube channels as well as influencer owned channels gives the brand a durable asset from borrowed attention, rather than leaving the audience entirely on creator property.

  4. 4

    Casting across YouTube, Instagram and TikTok rather than one platform reads as a way of matching host to market, since the page describes the Polish hosts by TikTok scale and the Dutch and Romanian hosts by YouTube.

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