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Special Project

Special Project
From the 10th Annual Shorty Awards

Samsung Puts Trolls Under the Microscope

Winner in Emojis

Entered in Real Time Response


What to do when your brand gets trolled during a product launch? Turn the conversation around with one viral tweet. Our community managers did just that with a one-character response.

Strategy and Execution

After the Galaxy Note7's fiery recall, Samsung had a hater problem. We expected the trolling to continue for the Galaxy S8 launch. What we didn't expect? Someone to answer "a dick pic" when we asked fans to share their first photo on the new phone. We could have let it slide, but our first instinct was to return the favor with an equally small tweet. The team chose a one-emoji response: the microscope.


The one character tweet set the Internet on fire and, in just a few days, it generated 14.6M impressions, 87,500 brand mentions, 250k engagements and 80+ news stories.


Video for Samsung Puts Trolls Under the Microscope

Entrant Company / Organization Name

Edelman, Samsung


Entry Credits