In the United States, any broadcast media buy over :60 is pricey and short-lived. Furthermore, we felt the unbranded and filmic nature of 'We All Share' lent itself to an online audience more open to artistic and thematic expressions of ideas rather than "advertising". Our instincts proved to be correct as the trailer and film amassed more than 1.56 million views in only 4 days.

The audience was drawn to content via social and paid media. Facebook/Twitter were leveraged by 16 different global markets to hype up interest in the CES event and the website. They were asked to submit “sharing” moments via #weallshare that would get populated on our website. The teaser video was launched in advance of the event to entice viewers. Lastly, a print ad was created for a CES-focused trade publication called TWICE.

The campaign delivered fantastic results. The teaser film became one of the top 10 most viewed viral videos the week of January 9th with over 1.56MM views in just 4 days. YouTube recorded over 920 likes and comments that tracked a rise in Samsung’s reputation vs. Apple. From a social media perspective, there were over 14,000 Facebook likes, comments and shares, with over 2,000 visits to the website to view the live event. The event garnered over 2.5 million PR impressions.