When Samsung released its first foldable phone in 2019, the innovative Galaxy Z Fold, it was a huge hit among our target of niche tech enthusiasts. But it lacked mainstream awareness. Two years later, the new Galaxy Z Flip3 5G was ready to hit the main stage and create excitement with social-first, Gen Z and young millennials who want to make a statement without saying a word.
Our mission was to blow the lid off this launch, driving mass awareness to our target, and highlight the head-turning foldability of this innovative smartphone.
So, we got to clacking… literally. We leaned into the iconic, sassy “clack” sound from old-school flip phones and took it to the next level. We decided to bring this feeling to a whole new generation by partnering with Todrick Hall, a free-spirited musician who’s the walking embodiment of Samsung’s attitude of openness. He served as an inclusive reflection of the brand’s open-minded outlook and the product’s barrier-defying flexibility for those who create their own path in life.
With our direction, Todrick created “Flip, Fold, Snap, Clack” as a remixed version of his hit “Nails, Hair, Hips, Heels.” The updated lyrics showcased the smartphone’s show-stopping flexibility and unrivaled tech. The ultra-stylish music video was as exciting as the device, featuring Todrick’s signature bold breakthrough style.
The team behind the creative strategically looked for opportunities to flip the script in order to connect with audiences by showcasing the new capabilities of the device, along with the unique trend-setting experiences it enables. We leaned into Todrick’s fun and colorful world, which featured unconventionally beautiful and diverse dancers representing all types of gender identities, body shapes, and ethnicities.
We amped up the video’s impact and reach with social snippets as well as online video and digital outdoor placements on the Las Vegas Strip and in New York’s Times Square, plus a global TikTok challenge.
The campaign was an immediate success. We eclipsed Samsung’s engagement benchmarks by 60% in the first two weeks, soaring the brand’s positive net sentiment, particularly on Instagram and TikTok. And when Todrick shared the content on his own Instagram feed, we saw engagement increases of +28% to +166% over his average post.
Users and the press expressed love for the campaign, which gained 14 media callouts including a story in Billboard. The program was so successful in the U.S., it spread to other countries including Australia, UAE, and Singapore.
“Clack.” We’re done.
