Samsung KX — The Co—Labs
- Video Production
- Influencer Relations
- Social Media
- Content Strategy
- Content Production
- Brand Experience
- Jasmine Whipps
- DJ Goldierocks
- Charlotte Agar
- Alex Caught
- Keegan Hirst
- Clemmie Telford
Connecting with communities through influencer collaborations
Samsung asked Manifest to create an influencer campaign that drove footfall to Samsung KX, a brand experience at London’s King’s Cross. We created Samsung Co—Lab, an integrated influencer campaign that contributed to the success of Samsung KX and to its lasting cultural significance.
By weaving Samsung’s purpose into the heritage of King’s Cross, we reinvented influencer relations. Our campaign united influencers from opposite ends of the social spectrum to share real solutions to real problems. Co—Lab didn’t just change the fortunes of Samsung KX, it changed lives.
Help Samsung establish a cultural connection with King’s Cross while underpinning Samsung’s brand purpose platform ‘Do What You Can’t’.
Putting Samsung KX on the map with a community-first influencer campaign
Although the brief initially asked us only to coordinate influencer relations, as an agency that “builds brands that change the world”, we saw a bigger opportunity. With an integrated approach across paid, earned, social and owned media, we created a legacy of engaging evergreen content that contributed not just to the commercial success of Samsung KX, but also to its cultural significance.
By weaving Samsung’s brand purpose into the heritage of Kings Cross as a cultural melting pot, we reinvented the traditional influencer relations model with Samsung Co—Lab.
We launched an influencer programme with an industry-first: pairing two influencers from completely different worlds and empowering them to work on a project inspired by the local insight. Our collaborators were paired together to give juxtaposing views on the project, and bring together two people from two different worlds, who would not normally have met, let alone worked together. Partnerships included Grime x Sign; spoken word rapper and activist Akala collaborating with deaf influencer Jasmine Whipps; as well as LGBTQ+ x Sport, Culture x Business, Culture x Business, Parenting x Photography and more.
We developed a sub-brand for Co—Labs and devised video content guidelines, event artwork and aesthetic guidelines to unify all content.
We ran 11 Co—Labs in total, involving 27 influencers, over 3 months–each culminating in a live event at the Samsung KX venue where the product of the Co—Lab was unveiled to spark discussion. Content was produced by the influencers from the moment they met their partners through to unveiling their co-creation, resulting in more than 150 posts that sparked nearly 100k engagements and cross-pollinated disparate audiences on social media.
In relation to objectives, brief and cost effectiveness: The Co—Lab Series was Samsung KX’s most successful campaign to date, driving 7% of the venue’s total footfall and outperforming all other marketing activity. Not only did we smash all the KPIs set against Samsung KX’s goals, but we also generated a legacy for the campaign that will live beyond the events themselves.