‘8K Video Snap’ is a camera feature on the Galaxy S21 that gives people the ability to record 8K video and capture stills, all at the same time. Samsung wanted to introduce the power of 8K Video Snap to a new generation of creators, ‘Social Expressors’, creative Gen Z and Young millennials who are highly active on social and rely on their devices to express themselves.
To engage a new generation of creators, we needed to take over one of their favourite platforms, TikTok. It’s where Gen Z and young Millennials spend countless hours, it’s where they push the boundaries of their creativity, and it’s where they leverage all of the platform’s unique content creation tools to express themselves.
Importantly, we didn’t want to disrupt their TikTok experience, we wanted to inspire them, elevate their creativity, and help them express themselves. We also knew that our target audience didn’t have one authentic self to share with the world, they had many.
We empowered Social Expressors to share the many versions of their authentic self by bringing the power of 8K Video Snap to TikTok. #VideoSnapChallenge was a hashtag challenge and filter that let users capture three different versions of themself, all while the camera keeps rolling.
Working with TikTok, we designed a custom filter that dramatised the 8K Video Snap feature. The filter snapped TikTokers in place three times, creating duplicates as the video continued to roll. To ensure this was uniquely Samsung we also incorporated elements of the Galaxy S21 interface.
To succeed on TikTok, we needed the perfect sound, so we partnered with 88Rising - a record label representing some of the most hyped Asian artists on the internet. Indonesian rapper, Warren Hue, delivered a fast-paced, high energy track that brought the filter to life - perfect for the fast-moving world of TikTok.
To introduce #VideoSnapChallenge to the world, we engaged Samsung’s global network of influencers. Over 100 creators, from 14 markets got on board, with some of TikTok’s biggest creators sharing their filter with their fans. To drive global adoption we ran a number of assets across TikTok, including how-to videos, top-view ads, and hashtag challenge banners.
With over 34B views, the campaign successfully introduced 8k Video Snap to a global audience of Gen Z and Young Millennials, raising awareness for the Galaxy S21 as a powerful creative tool.
The campaign smashed all expectations, delivering over 3B engagements, and 7M UGC submissions, making it the most successful TikTok brand challenge in history.
