Case Study: Launching the Samsung ON7 with Authentic Influence
For a global technology leader like Samsung, launching a new product into the competitive mid-range smartphone market requires more than just superior specifications—it demands a genuine connection with the target audience. With the introduction of the Galaxy ON7, the challenge was to embed a new device authentically into the lives of discerning teens and university students.
The Challenge: Earning Credibility with a New Generation
The Samsung Galaxy ON7 was engineered to outperform its competitors, boasting a powerful camera, long battery life, and a slim design perfect for a young, dynamic lifestyle. The core challenge was to communicate these benefits to teens and university students not as marketing claims, but as essential features for their social and academic lives. We needed to prove the phone's value, not just announce it.
The Approach: A Week in the Life, Amplified by Influence
Our strategy was to bypass traditional advertising in favor of authentic, peer-led storytelling. We engineered the "7 Days with ON7" campaign, a strategic partnership with seven carefully selected social influencers whose followers mirrored our target demographic.
We empowered these creators to become the storytellers. Blink produced a suite of content for each influencer—seven photos and one video—that seamlessly integrated the Galaxy ON7 into their real daily lives. This content highlighted the phone's features organically, showcasing its powerful camera at a concert or its long battery life during a late-night study session.
The content was rolled out across the influencers' own social media channels, lending it instant credibility, and simultaneously amplified on Samsung’s official Facebook page to consolidate the message.
The Impact: Massive Reach and Genuine Market Desire
The "7 Days with ON7" campaign was a resounding success, validating our influencer-first approach and delivering significant market penetration.
- Exceptional Reach: The campaign reached over 1 million people within a two-month period.
- Deep Engagement: The high volume of likes, shares, and comments demonstrated strong, genuine interest in the ON7 from teens, students, and young adults.
- Successful Launch: The strategy successfully positioned the Galaxy ON7 as the perfect device for its target audience, translating authentic influence into tangible market demand.
By placing the product in the hands of trusted voices, Blink enabled Samsung to launch the ON7 not just as a new phone, but as an essential part of the young consumer's world.