The goals of the campaign were to drive awareness of the new Samsung Galaxy Note10+ device and to encourage creatives to buy the phone. In order to break through in the ultra-competitive mobile phone category, the campaign had to be innovative and creative in showing how the phone could be used in unexpected ways. Samsung focused on delivering a memorable and immersive lean in experience which conveyed the phones features and advanced capabilities, all through the lens of somebody the creative class admire and inspire to be.

The #PowerUp campaign paired legendary director Director X (known for directing Drake's Hotline Bling, and music videos for Rihanna, Jay Z, Kanye West, Nicki Minaj & Justin Bieber) with three up-and-coming music video directors. The idea was for Director X to coach the directors on how to each shoot and edit a professional quality music video entirely on a Samsung Galaxy Note 10+ Device. Each episode paired a young director with an emerging artist to create a music video filmed solely on the Samsung Galaxy Note 10+. Each episode explores the key features and benefits of the Note 10+ and positions the device as a powerful tool for any creative, even Director X.

The #PowerUp campaign was aimed to encourage creative-types to buy the Samsung Galaxy Note 10+. In order to break through in the ultra-competitive mobile phone category, the campaign had to be innovative and creative in showing how the phone could be used in unexpected ways. We focused on delivering a memorable and immersive lean in experience which conveyed the phone’s features and advanced capabilities, all through the lens of somebody the creative class admire and inspire to be. We showcased the high end product that can be created using the phone’s powerful features and built brand association with noteworthy young directors and artists, as well as Director X.

The music videos and #PowerUp episodes were filmed over the course of a week. All in all The producers only had 5 weeks to get the campaign in market. Each episode was initially released exclusively through Twitter. The social series was supported with several press events and appearances:

The social series was supported with:

? Launch Event — Director X Q&A at the flagship Samsung Store in Toronto

? Livestream Q&A from Toronto International Film Festival Twitter Blue Room

? TV — Interview with Director X: Entertainment Tonight Canada

? TV — Interview with Director X: Global News Morning

? Out of Home — Billboards and Digital Screens across Canada

? In-Store Signage — Digital screens in Samsung Stores across Canada

? Digital Inventory (Banners + Pre-Roll) — Corus Digital Properties

The campaign exceeded all expectations.

To date, the series has earned over 50M video views and over 1M engagements, with views surpassing Twitter Content benchmarks by a 2:1 margin and breaking all records. Overall the campaign drove a 3x increase in brand preference for Samsung, a +50% lift in recall of the Samsung Galaxy Note 10+ tweet and a +80% lift among those who engaged with the campaign. The program generated tremendous buzz in the media industry with coverage on National news and entertainment programs like ET Canada and Global News Morning and was also spotlighted at the Elevate Conference in Toronto, with over 1000 attendees. The campaign broke all records to become the top performing branded series in Twitter Canada’s history!