CHALLENGESamsung was preparing to launch the GS6 and Note5 and Best Buy needed to be seen as the home for all things Samsung. Faced with an unprecedented social media buy, Wunderman Minneapolis needed to create a multi-dimensional campaign that could stand out against all of the competing Samsung launch content.
WORKThe Wunderman Minneapolis team had only a few days to engineer a comprehensive 13-hour Twitter event. They developed 44 unique posts (including video and animation), an hourly promoted trend event and a dedicated hashtag. The work outperformed expectations and even had a 6-times-higher engagement rate than Samsung’s own content.
- 3,000 times engagement compared to average sponsored content
- 16.5% overall engagement rate
- 68 million million trend impressions and Twitter impressions
- #TheNextBigThing received 11.8K mentions
- BEST BUY