Duet Fun Ads
Samsung Brasil
Galaxy Z Flip4
Mutato/SP/BR
2023
︎︎︎ My role: ACDConceived the campaign concept and led creative direction from ideation to content production — defining the duet format strategy, briefing the Galaxy Creators squad, and overseeing the execution of all TikTok-native video assets.
Galaxy Z Flip4
Mutato/SP/BR
2023
︎︎︎ My role: ACDConceived the campaign concept and led creative direction from ideation to content production — defining the duet format strategy, briefing the Galaxy Creators squad, and overseeing the execution of all TikTok-native video assets.
POV: YOU NEED TO ENGAGE GEN Z
One of the challenges of our Galaxy Z Flip4 campaign was to raise awareness among Gen Z and make our foldable phone the most desirable phone ever.
On TikTok, this means doing less traditional ads and more native content. And it's not just about an individual play or action, no matter how big. It's about a journey.
Not every great idea needs a big production. Sometimes it just needs to speak the platform's language, and let the creators do what they do best.
One of the challenges of our Galaxy Z Flip4 campaign was to raise awareness among Gen Z and make our foldable phone the most desirable phone ever.
On TikTok, this means doing less traditional ads and more native content. And it's not just about an individual play or action, no matter how big. It's about a journey.
Not every great idea needs a big production. Sometimes it just needs to speak the platform's language, and let the creators do what they do best.
︎︎︎ case study
Insight
People already create hilarious workaround content to film with flat phones, taping them to walls, stacking books, improvising tripods. This behavior was a goldmine: it proved the problem the Flip solves, in a language Gen Z already speaks.
People already create hilarious workaround content to film with flat phones, taping them to walls, stacking books, improvising tripods. This behavior was a goldmine: it proved the problem the Flip solves, in a language Gen Z already speaks.
Idea
The idea came from the famous workaround that people make to record their own content using just a flat cell phone. Stick it to the wall with adhesive tape, support it on stacked books and improvised tripods in the most diverse ways. We invited our squad of Galaxy Creators to create duets in which one side simulated one of these real videos full of troubles when using a flat device, while the other side showed the tranquility and completeness of those who could count on the foldable design of the Galaxy Z Flip4.
The idea came from the famous workaround that people make to record their own content using just a flat cell phone. Stick it to the wall with adhesive tape, support it on stacked books and improvised tripods in the most diverse ways. We invited our squad of Galaxy Creators to create duets in which one side simulated one of these real videos full of troubles when using a flat device, while the other side showed the tranquility and completeness of those who could count on the foldable design of the Galaxy Z Flip4.
︎︎︎contents highligts
@biancaewald
@imbizita
@joaoalmeidac
@joaoalmeidac
Results
︎︎︎ Campaign set a new creative benchmark for Samsung's TikTok strategy in Brazil
︎︎︎ Native duet format outperformed traditional ad formats in engagement
︎︎︎ Concept was expanded and replicated in subsequent Galaxy Z Flip
︎︎︎ Campaign set a new creative benchmark for Samsung's TikTok strategy in Brazil
︎︎︎ Native duet format outperformed traditional ad formats in engagement
︎︎︎ Concept was expanded and replicated in subsequent Galaxy Z Flip
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CD: Alexandre Stamm
ACD: JB Junior, Felipe Fagundes, Carol Freitas
AD:Guilherme Sato
CW: Pamella Moraes
CD: Alexandre Stamm
ACD: JB Junior, Felipe Fagundes, Carol Freitas
AD:Guilherme Sato
CW: Pamella Moraes