2023-09-29 17:13:53
During this period, Samsung’s Generation Z team contributed personalized products, content, marketing actions and creative experiences in the region
Image for illustration purposes only
Created in August 2021, the Samsung Future Gen Lab completes two years of activities in Latin America, accumulating more than eleven campaigns and marketing actions carried out which, together, reached more than 103.3 million impressions. The innovative project is part of a global initiative by Samsung, which brings together young professionals from Generation Z (born between the second half of the 1990s and 2010) to contribute to bringing the company closer to new generations.
Created to discuss trends, carry out marketing campaigns and projects that enhance the company’s connection with Generation Z, the Future Gen Lab brings together more than 40 people globally and, in Latin America, it has a network of more than 20 employees who contribute the project. Together, they produce exclusive content for Samsung’s social networks, organize events, seek partnerships and bring the company closer to new generations.
“During these two years, we explored new content formats to dialogue with Generation Z and partnerships that empowered young people to develop new creative skills, using our ecosystem. We carry out marketing campaigns in co-creation with our consumers. All this, thinking regarding how our products are resources that combine creativity and practicality in the unique lifestyle of each young person”, comments Helena Villar, project leader in Latin America.
Campaigns created by Gen Z, for Gen Z
The actions and campaigns created by Future Gen Lab aim to reinforce the connection between Samsung and young consumers. For example, during the #DaUmShare marketing campaign, the group invited fans of the brand, via the Samsung Members app, to share videos and photos captured using Galaxy smartphones.
From the videos sent, a unique film was created, showing what is extraordinary in the daily lives of young Latinos. This co-creation between the brand and its consumers involved more than 9.7 thousand content submissions, generating more than 17 million views on Samsung’s social networks during the campaign.
Future Gen Lab also facilitated Samsung’s partnership with Skillshare, a global online learning platform that offers high-quality creativity-focused courses. In addition to offering two months of free access to the platform for Samsung Membersthe partnership resulted in exclusive courses that teach new skills to young creators, while exploring Samsung’s Galaxy Ecosystem to the fullest.
With the campaign Future Gen House, the team also set up how a smart home would work, fully equipped with the Galaxy Ecosystem. Located in Mexico, the house welcomed six Latin influencers who were able to learn first-hand regarding the automation capabilities of SmartThings, a platform that connects smart products (TVs, tablets, household appliances, lamps, among others) and creates automated routines that make life easier. consumer from their smartphone. The entire experience was documented on Samsung’s social networks.
To learn more regarding the work carried out by Future Generation Lab, follow the news from Samsung Newsroom Brasil.
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