Problem and Opportunity

April Fools' Day is always a hot topic on social media, with brands busting out their best pranks to try to be part of the conversation. This year, Samsung Mobile US wanted to break through the April Fools' Day clutter with an attention-getting story about the long-lasting battery and powerful processor of the new Samsung S23 series of smartphones.

So we had to make our joke as believable as possible.

What we did

While many competitors decided to sit this April Fools Day out, we brought all the energy. minus the jitters through an epic drink from a company that understands how to deliver long-lasting energy. And with the recent saturation of the beverage market and growing randomness of flavor options, we knew this prank could be both believable and thumb stopping if executed well. But a great idea can only get you so far - we needed to pull out all the stops with an epic 3D render. That's how Samsung Galaxy S23 Epic Energy came to life. It is the first high-tech, high-energy drink to enter the market (wink) - available for pre-order on April 1.

we targeted gen Z in North America, that are very skeptical about brands, but not about brands that brings this type of conversation to the table. We did the content exactly listening about whats important for this generation. And the launch day brought the best results Samsung north america ever had on social media.

What we did

While many competitors decided to sit this April Fools Day out, we brought all the energy. minus the jitters through an epic drink from a company that understands how to deliver long-lasting energy. And with the recent saturation of the beverage market and growing randomness of flavor options, we knew this prank could be both believable and thumb stopping if executed well. But a great idea can only get you so far - we needed to pull out all the stops with an epic 3D render. That's how Samsung Galaxy S23 Epic Energy came to life. It is the first high-tech, high-energy drink to enter the market (wink) - available for pre-order onApril 1.

Results

It might have been April Fools' Day, but the results were no joke.

Our Epic Energy drink post had an engagement rate of +530% over the average rate of public Instagram accounts in March. On Twitter, the post drove even more engagement, yielding an engagement rate of +1,385% over the average rate of public Twitter accounts. People responded to the post positively - scoring a whopping 95% positive sentiment on Instagram and 87% on Twitter.

Oh, and more than 1,200 Twitter users were Rick-rolled - that's 30 times our average click-through rate on the platform.

Maybe Samsung should make a drink?