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Samsung Brand Collaborations

SAMSUNG BRAND COLLABORATIONS

Samsung are consistently seeking ways to deepen their relationships with global youth audiences. With fashion identified as a key interest, Samsung wanted to develop initiatives that allowed them to authentically align with the passion point.

The Brief

Samsung wanted to tap into the brand collaboration space,
creating limited edition products that would drive buzz around the world. We were challenged with identifying and negotiating a partnership with a tier-one fashion brand that would make capture the imagination of millennial and Gen Z audiences.

The Challenge

We evaluated leading brands with global awareness and powerful IP that could be incorporated into Samsung products. Identifying both Thom Browne and Maison Margiela as brands of interest, we worked to develop relationships and secure partnerships which would allow Samsung to create special edition devices.

The Outcome

The Thom Browne collaboration drove 15 million concurrent users to the Samsung website and the device sold out instantly. The exclusive Galaxy ZFlip4 Maison Margiela Edition launched in France, Korea, China & Hong Kong, selling out in three of the markets on the first day.

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