Case Study: A Responsible Return - How Samsung Reconnected with Myanmar
In times of profound crisis, silence can feel like the safest option for a brand. In the uncertain days following Myanmar’s coup, most major brands, including Samsung, ceased all communications on social media. The risks were immense, and the path forward was unclear.
The question wasn't if a brand should speak, but how it could do so responsibly, respectfully, and in a way that added genuine value to a nation in crisis.
The Challenge: Navigating Communications in a National Crisis
For a global leader like Samsung, the challenge was monumental. How do you re-engage with your audience on Myanmar's most dominant social platform, Facebook, without appearing tone-deaf, opportunistic, or insensitive? The communications landscape was a minefield. Any message had to be supportive but neutral, positive but deeply respectful of the unfolding situation.
The Strategic Counsel: From Commerce to Community Service
As Samsung’s strategic partner, Blink closely monitored brand and audience behaviors. Our counsel was to pioneer a new path forward: a slow, cautious, and deliberate return to social media, built not on marketing, but on a foundation of public service.
Our strategy was to pivot entirely from commercial messaging to content that provided tangible utility. We aimed to emphasize Samsung’s role in enabling safe, effective communication during a dangerous and uncertain time, thereby demonstrating genuine support for the community.
The Execution: Content as a Lifeline
We developed a content series focused on providing practical, safety-oriented information. Instead of promoting products, we created posts that educated users on how to:
- Send SOS messages with their Samsung devices.
- Effectively use SMS group chats to stay connected.
- Utilize other phone features to enhance personal safety.
This approach transformed Samsung's social media presence from a brand channel into a vital public service utility.
The Impact: Building Trust When It Mattered Most
The response was immediate and powerful, proving that a utility-first, purpose-led approach was exactly what the audience needed.
- The post on "How to send SOS messages" became the top-performing piece of content, achieving an organic reach of nearly 460,000.
- This single post was shared over 2,300 times, demonstrating that the content was not just seen but valued and actively distributed within the community.
By prioritizing people over product, Blink helped Samsung navigate an unprecedented crisis, rebuild trust, and provide genuine value when it was needed most.