Selected Work

Case | SamsungHow To Win Gen Z Strategy & Implementation2023-2024
Challenge: Gen Z is a tech-savvy, purpose-driven generation holding the future of consumer trends. So how could Samsung, a global tech giant, truly resonate with them?

Solution: Leveraging Samsung’s Korean heritage in a Social-first strategy where the South Korean heritage meets a Global Phenomenon. Instead of blending in, embracing Samsung’s Korean heritage as a clear communicative differentiator from competitors, and connect it to the global K-Wave phenomenon, a trend deeply loved by Gen Z.

Key Pillars:
  • Collaborations and Community Activations: Partnering up with Gen Z-approved brands and personalities to enhance Samsung's credibility and gave it a voice within the community.
  • Relevant Product Placements & Content: Samsung brands and products presented in relevant contexts, crafting engaging narratives that connected with Gen Z's interests and passions.
  • Social Media First Approach: Resonate with Gen Z’s preferred communication style by adapting to the social media rules, trends, and tonality. 

Key Results:
Significant brand perception increase of Samsung as “young, cool and trendy” increase among Gen Z demographics in just a few months.
Consideration within Gen Z, reversing a previously negative trend.
Massive organic growth in social media (primarely on TikTok)



Case | SamsungKey Opinion Leader Program 2023-2024
Challenge: Cracking the competitor’s stronghold on Gen Z loyalty in the Nordics. This fiercely independent generation demanded authenticity and purpose, presenting a unique hurdle for Samsung.

Solution: Harness the power of Key Opinion Leaders (KOLs) with genuine influence and deep Gen Z connections who lead change through an impactful Key Opinion Leader program.

Key Pillars:
  • Key Opinion Leader Strategy: Gen Z's preferences and behaviours analysis to tailor the approach and prioritise communities most relevant to Samsung.
  • Mutual Partnerships: Partnerships with relevant KOLs who hold sway over impactful Gen Z communities, establishing mutually beneficial relationships.
  • Impactful activations: Long-term program that leverage KOLs' influence to achieve specific goals.

Key Results:
Brand perception uplift within Gen Z demographics.
Organic social media reach within the desired target audience.  



Case | IKEA x SonosSYMFONISK Launch2019 (Together with Jung Relations)
Challenge: Launching a strategic collaboration between Sonos, the leader in premium sound systems, and IKEA, the global interior giant, required a nuanced approach. Both brands had distinct target audiences and brand identities, yet a successful partnership promised significant mutual benefits.

Solution: As the extended PR team, we provided guidance throughout the collaboration launch. For the big reveal at Salone del Mobile in Milan, we spearheaded the coordination of the global interview schedule, guaranteeing media exposure for this groundbreaking partnership.

Key Pillars:
  • PR Advisement: Providing strategic PR counsel to the global and regional PR teams, ensuring consistent messaging and maximizing media impact. 
  • Global Interview Coordination: Organizing and coordinating a rigorous interview schedule for key stakeholders, both on-site and remotely. 
  • Coordinating Global Press Materials: Supporting in developing and distributing high-quality press materials, including press releases, product briefs, and visual assets, to local markets.

Key Results:
Massive media attention, generating significant public interest in the collaboration.
Expanded Sonos' market reach through IKEA's customer base.
S
olidified IKEA's position as a leader in innovative home furnishing solutions.


Case | AarkeCreate & Execute Global PR Calendar2020-2022
Challenge: Aarke, a rapidly growing home appliance brand, faced an important challenge: the absence of a dedicated PR & Communications function. This hindered their ability to effectively build brand awareness, and cultivate a positive brand reputation in key global markets.

Solution: To address this challenge, a comprehensive Global PR Calendar was developed. This strategic tool aimed to streamline PR efforts, maximize media impact across channels, and elevate Aarke's brand visibility.


Key Pillars:
  • Strategic Planning: Identifying key messaging, target audiences, and optimal timing for PR initiatives.
  • Relations: Building strong relationships with journalists and influencers in relevant markets.
  • PR Activations & Content Creation: Developing compelling activations and content to resonate with the target audiences. 
  • Crisis Management: Preparing for potential PR crises and developing effective response strategies.

Key Results:
Significant brand awareness uplift and market penetration
On-going media coverage in global top tier media outlets
On-going earned social media attention cross platforms
C
ontribution to the overall growth and success of the brand


Case | IKEALaunch Design Collaborations2018-2019 (Together with Jung Relations)
Challenge: IKEA sought to innovate and differentiate itself in a competitive market. The company aimed to increase its impact, attract new audiences, and push the boundaries of design while staying true to its democratic design principles.

Solution:
IKEA implemented a strategic approach to brand collaborations, partnering with renowned designers and brands like Off-White, Lego and Sonos. We were tasked with maximizing the impact of these collaborations.

Key Pillars:
  • Global Communication Plan: Developing and executing a cohesive global communication plan, including creating global press materials and support coordinating local markets.
  • Cross-Functional Collaboration: Working closely with various brands, teams and markets to ensure seamless execution.
  • Event Management: Support in organizing and hosting the annual Democratic Design Days.
  • Media and Influencer Relations: Building strong relationships with global key stakeholders.

Key Results:
S
uccessfully launched and activated high-profile brand collaborations on a global scale.
Generated significant media attention and positive brand buzz.
Reinforced IKEA's commitment to democratic design and innovation.
Contributed to increased sales and brand loyalty.


Case | Samsung
Product Placement Program2022-2024

Challenge:
Samsung faced a significant challenge in the Nordics, particularly among Gen Z. The target audience had a low consideration rate for Samsung smartphones, and a high percentage had never even held a Samsung device. Traditional marketing channels were not effectively reaching or engaging this demographic.

Solution: To address this challenge, we implemented a creative product placement program focused on Gen Z's lifestyle and preferences. The program aimed to increase hands-on experiences and hence product consideration by integrating Samsung devices, particularly the Z Flip phone, into authentic and engaging experiences.

Key Pillars:
  • Experiential Marketing: Creating immersive experiences that allowed Gen Z to interact with Samsung products in unexpected and memorable ways. Such as: Flip Phone Menu Concept, Flip Phone Photo Booths and Smart Dating Experience. 
  • Key Opinion Leader Program: Collaborating with influential individuals to naturally showcase the devices in their everyday lives.
  • Strategic Product Placement: Placing Samsung devices in popular cultural touchpoints, such as TV shows and events, to increase visibility and desirability. Such as: Young Royals. 

Key Results:
Increased hands-on experiences (hundreds of thousands) with Samsung devices in real-life settings among Gen Z.
Increased product and brand consideration.
Enhanced brand perception and desirability.


Case | AarkeUser Generated Content (UGC) Program2020-2022
Challenge: Aarke faced the challenge of creating a consistent stream of high-quality content without a large in-house production team. Traditional methods were costly and time-consuming, hindering the brand's ability to maintain a strong social media presence and engage with its target audience.

Solution: To overcome this challenge, we implemented a creative User-Generated Content (UGC) program. By leveraging the power of content creators, the brand was able to produce a steady flow of authentic and visually appealing content at a fraction of the cost.

Key Pillars:
  • Content Creator Partnerships: Collaborating with a diverse group of content creators to generate high-quality content.
  • Product Seeding: Providing influencers with Aarke products to encourage organic and authentic content creation.
  • Content Guidelines: Establishing clear guidelines to ensure consistency in branding and messaging, while still giving freedom to the different styles of the content creators.

Key Results:
Significantly reduced content production costs while maintaining a high level of quality.
Continuous streamline of fresh content to be utilised cross channels.
Improved social media performance and growth.
Increased brand awareness and reach through authentic user-generated content.







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