Samsung pokes fun at influencers with #SponsoredPost campaign

8 July 2019

Creative Agency: Leo Burnett Sydney
Media Agency: Starcom

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To support the release of its Galaxy A Series smartphone range, Samsung worked with Leo Burnett, comedy group Aunty Donna and four influencers.

Samsung Electronics Australia has launched a digital campaign to support its Galaxy A Series smartphone range that pokes a little bit of fun at those “organic” posts from influencers which are obviously sponsored by a brand.

Overflowing with hashtags and a "catchy" tune, the campaign pushes the limits of what a #SponsoredPost is, by showcasing the features of the Galaxy A in a deliberately over the top manner.

This is done with the help of comedy group Aunty Donna and four Australian influencers who are brave enough to laugh at themselves.

“We wanted to engage with our target through influencers and the social they love, while keeping in mind what they fear the most: boredom," Leo Burnett executive creative director Grant McAloon says.

"So it made sense to make fun of the expected and humorously embrace what everybody else is trying to hide - #SponsoredPosts.”

The content includes a two minute music video, pre-rolls, bumpers, and social-first creative for stories and in-feed formats.

In addition, five original Snapchat lenses have been designed so anyone with a Snapchat account can turn themselves into an influencer and #subtly (#notsosubtly) promote the Galaxy A themselves.

Designed to engage a mobile-first Gen Z audience, the content will appear across a range of social platforms including, TikTok, Instagram, Snapchat, and YouTube.

This will be the first time that TikTok has worked with a technology brand in Australia to launch a campaign for audiences in this country.

“This latest campaign for the Galaxy A Series challenges the nature of sponsored campaigns that Gen Z audiences are all too familiar with," Samsung Electronics Australia vice president for IT and Mobile, Garry McGregor says.

“Through #SubtlySponsoredPosts and the collaboration between Aunty Donna and participating influencers, we’re reaching an incredibly savvy audience with content that has fun with communicating the features of the product.”

Influencers involved in the program include Aunty Donna (Mark Bonanno, Broden Kelly & Zachary Ruane), Lily Brown, Kayne Lawton, Rahnee Bransby, and Johnathon Sauer.

Campaign Credits

Client: Samsung Electronics Australia
Creative Agency: Leo Burnett
Production Company: Prodigious
Influencers: Aunty Donna (Mark Bonanno, Broden Kelly & Zachary Ruane), Lily Brown, Kayne Lawton, Rahnee Bransby and Johnathon Sauer
Influencer Management: Publicis Content
Media Agency: Starcom

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