Submitted by DEPT AgencyAgency IPI Score 54/100

Visiting Samsung's home in Seoul

DEPT Agency took 37 influencers to Seoul for Samsung's Galaxy S10+ launch, producing creator content that the agency reports returned 348% Return On Invest.

1.502Instagram Stories
1,9MInstagram Story views
1MInstagram organic reach
134Instagram posts
348%Return On Invest

Case in 60 seconds

Samsung was launching the Galaxy S10 and S10+ against the tenth anniversary of the Galaxy S series, a double occasion the page anchors to Seoul, the hometown of the brand, rather than to the device.

The campaign appears to turn on the camera needing a subject, because a phone argued on photography is proved by the pictures creators bring back rather than by a claim made about the lens.

The organizing thesis was to send Samsung's influencer community to the home city of the brand and let five days of Seoul, traditional and contemporary at once, stand as the demonstration of the device.

Thirty-seven Samsung snapshooters spent five days shooting Seoul on the Galaxy S10+, from Gyeongbokgung Palace and Bukchon Hanok to Bukhansan National Park, the Suwon headquarters, the Samsung Innovation Museum and the d'light flagship store. Their posts ran on Instagram while a microsite gathered the content and carried social advertising and travel videos cut from their footage.

DEPT reports 1 million organic reach on the IG channels of the influencers and 1,9 million IG Story views on the influencers' channels, with 134 Instagram posts made, 1.502 IG Stories made and 348% Return On Invest.

Strategy Breakdown

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

The page frames the reach as Samsung's own influencer community and the followers of those creators on Instagram, addressed through the creators' channels and a microsite that invites users to explore Seoul through the eyes of the snapshooters.
Seoul is presented as traditional and contemporary at the same time, and the itinerary works that contrast deliberately, setting Gyeongbokgung Palace and Bukchon Hanok against the urban city and the Suwon headquarters under the motto Where Future Begins.
Flagship phone launches are usually argued on specification, which gives creators very little to show, so routing the launch through a photography trip hands the camera a subject that a specification comparison cannot provide.
Samsung acts as host rather than sponsor, opening the Suwon headquarters, the Samsung Innovation Museum and the d'light flagship store, which places the brand inside the trip content instead of wrapping around it.
Based on the available evidence, creators publish more when given both locations and a guide to shooting them, which the counts of 134 Instagram posts made and 1.502 IG Stories made appear to support.

Creative & Execution System

Assets & channels

  • Instagram
  • Microsite
  • YouTube

Partners

  • DEPT Agency (lead_agency)

Results & Evidence

MetricValueResult type
Instagram Stories1.502 IG Stories madeperformance
Instagram Story views1,9 million IG Story views on the influencers' channelsvideo_views
Instagram organic reach1 million organic reach on the IG channels of the influencersreach
Instagram posts134 Instagram posts madeperformance
Return On Invest348% Return On Investperformance
engagement106k engagementengagements
organic reach1,04 million organic reachreach
pictures and videos produced for Samsung227 pictures and 603 videos were exclusively produced for Samsungcontent_pieces
return on investment348% Return On Investroi
views1,91 million viewsvideo_views

Why DEPT Agency's strategy worked

  1. 1

    A five day itinerary that moves creators through distinct settings appears to produce variety as well as volume, because the page records 227 pictures and 603 videos were exclusively produced for Samsung from a single trip.

  2. 2

    Supplying creators with a guide to photo opportunities reads as a way to raise the standard of the output without directing the content itself, which keeps each post native to the channel it lands on.

  3. 3

    Collecting creator content on a brand microsite and running paid social against it suggests a route to extend a finite trip into a continuing campaign rather than letting the posts expire in feed.

  4. 4

    Opening a manufacturing and research site to creators appears to give a launch trip its own ending, because the Suwon headquarters and the Innovation Museum supply brand material that a city itinerary alone cannot.

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