Samsung India is launching its latest Galaxy foldable devices through a creator-centric campaign developed in partnership with Snapchat. Featuring 60 Gen Z 'Snap Stars,' the initiative aims to engage young consumers by documenting the entire product launch journey across the platform.
Two-Phase Creator Campaign Targets Gen Z
Samsung India collaborated with Snapchat for the launch of its new Galaxy Z Flip 8, Galaxy Z Fold 8, and Galaxy Z Fold 8 Ultra. This campaign involves 60 Gen Z influencers, known as 'Snap Stars,' and is being executed in two phases. Initially, 20 creators documented the launch event, sharing behind-the-scenes footage, real-time updates, and their initial impressions.
Following this, the remaining 40 creators are producing region-specific content to extend the campaign's reach beyond India's major metropolitan areas into regional cities and towns. Their content is distributed across Snapchat Spotlight, Snap Map, and each creator's personal public profile.
Evolving Consumer Trends: The Influence of Trusted Creators
Neha Jolly Sawhney, Head of Ad Revenue at Snapchat India, highlighted the evolving ways young consumers discover products. She stated, 'Gen Z discovers products differently from previous generations, placing their trust in creators who share relevant and authentic experiences that resonate with their lives.' This partnership aims to empower creators to tell genuine stories using the latest Galaxy foldable phones, fostering organic engagement with communities throughout India.
This campaign strategy aligns with findings from the 'ET Snapchat Gen Z Index,' a study conducted by Snapchat in collaboration with The Economic Times and Kantar. The research revealed that 80% of Indian Gen Z consumers trust content from relatable influencers more than celebrity advertisements, a figure higher than the 67% for celebrities and 75% for mega-influencers. The study also highlighted that despite the significant size of the Gen Z population, only 15% of brands currently employ strategies specifically tailored for Indian Gen Z.
