Group Nine Media x Samsung Galaxy
In the first-ever anthology series produced by Group Nine Media, we partnered with flagship content creators to each create a video that uncovered how they were able to redefine what it meant for them to follow their dreams and pursue their ‘passion project’ — all captured with the Galaxy S8.
The Passion Project
Samsung’s Objective
With the launch of the Galaxy S8, Samsung sought to regain credibility among consumers and drive buzz around their latest flagship phone. Together, we wanted to expand their messaging beyond the device’s features and connect with their audience on a human and emotional level.
Our Solution
In order to profile the S8 features we crafted content that engages with the audience by aligning with their passion points and seamlessly integrated the product features throughout. The image quality, production value and features showcased throughout the video authentically position the S8 as the hero product.
To amplify Samsung’s larger brand messaging of ‘Do What You Can’t,’ we showcased the S8 as the device that gets out of the way and lets its users focus on living life more fully.
Our social-first videos were distributed to our publishers’ audiences in-feed across Facebook, Instagram and Twitter with each Group Nine brand cross-sharing the videos to their respective social channels.
On The Dodo
We followed photographer Sophie Gamand whose goal is to destigmatize pitbulls by adorning those in need of adoption with flower crowns, while documenting these beautiful pups with the S8.
On NowThis
We told the story of Branden Harvey, the creator of The Good Newspaper, a new quarterly paper that uncovers positive and inspirational stories worldwide.
On Thrillist
We met Cassie Depecol, the first woman to travel alone to every country in the world, as she utilized the S8 to help chronicle her journey.
The Results
27M+ video views across the series
841K social engagements
35% lift in purchase intent for Samsung
50% over-delivery in social engagements vs. benchmark
Industry Recognition
Best Social Video Campaign, Finalist - Digiday Video Awards 2018
Top 10 Branded Content Campaign of 2017 - AdAge