Selected Work
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:
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:
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:
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:
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:
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:
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:
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