With the recent launch of Samsung’s Galaxy S24 phone – the first AI phone in the industry – the goal was to drive awareness and consideration of Galaxy S24 across all audiences, but primarily with Gen Z. The goals were:
• 3 million livestream Views of the event
• +10 point lift in Gen Z awareness of Galaxy AI
• +5 point lift in Gen Z brand consideration
Samsung provides creators with the most powerful tool to bring their platforms to life, making SGCC an essential annual event for building brand affinity within the creator community. Now in its third year, the event comes with the challenge of surpassing the previous year’s success. For 2024, we were tasked with addressing the following challenges:
• How do we maintain audience engagement to increase viewership?
• How do we involve more Gen Z in the Galaxy AI conversation?
• How do we deliver the Galaxy AI message to the right audience?
The idea was to harness the power of our existing partnerships and leverage the massive influence of top creators to supercharge the Samsung Galaxy S24 launch. We tapped into the collective reach and credibility of icons like Dude Perfect and Mr. Beast, using their journeys to inspire and provide actionable insights to creators. We aimed to position Galaxy AI as a game-changer for creators, capturing Gen Z’s attention. By fusing creativity, cutting-edge technology, and influencer-driven content, we set the stage for an unforgettable event that would amplify Samsung’s presence like never before.
Based on insights from previous SGCC events, surveys, and research on Gen Z’s goals within the creator space, we determined the best course of action was to focus on empowering Gen Z and Gen A by offering real, practical, and credible advice on becoming successful content creators. Gen Z seeks alternative career paths, prioritizing passive income and side hustles over traditional jobs, with many eager to learn how to monetize their passions as influencers. However, there’s a gap in formal education, with no current programs addressing the business of content creation.
To address this, SGCC needed to emphasize programming around AI as a tool to enhance social presence, showcase the benefits of content creation, and feature industry experts who can provide actionable insights. Leveraging key influencers like MKBHD as trusted authorities, while aligning with cultural trends relevant to Gen Z and Gen A, will also drive engagement.
The strategic angle was to position SGCC as the go-to resource for practical, actionable creator education. This aligns with the growing demand for real-world content creation expertise while tapping into Gen Z’s entrepreneurial mindset. By focusing on actionable takeaways and expert guidance, SGCC can effectively meet the needs of its target audience and foster deeper engagement.
To turn this vision into reality, we deployed a powerhouse strategy. We started by partnering with top-tier creators, including Dude Perfect and Mr. Beast, to break down their creative processes and share valuable insights, providing real-world inspiration for our audience. To drive massive reach, we amplified our efforts with targeted social platform partnerships that boosted visibility and created viral buzz. Influencers across the board posted teaser content, building anticipation for SGCC, while our Gen Z Campus Ambassadors helped pack the room and ensure strong representation from our key demographic. To make the experience truly immersive, every attendee was gifted a Galaxy S24 to explore the revolutionary Galaxy AI firsthand, creating a hands-on, content-rich environment. The event was designed for maximum impact—encouraging attendees to create, share, and connect with the product on a deeper level. And, to truly amplify the message, we stacked our speaker lineup with visionary leaders discussing the future of AI in the creative space, ensuring the event delivered real value while generating buzz across every channel. This approach not only elevated Samsung’s brand but also ignited a conversation around Galaxy AI, leaving a lasting impact on both the creator community and Gen Z.
SGCC 2024 exceeded its goals, marking it the most successful of the three events, attracting a much larger audience than anticipated. It raised awareness of Galaxy AI among Gen Z more than planned, and greatly increased the likelihood that they would consider Samsung for future purchases. This shows that the event effectively engaged and influenced Gen Z, boosting their connection to the brand and its products.
* 12 million livestream views (vs. 3 million goal)
* +14 point lift in Gen Z awareness of Galaxy AI (vs. +10 pt goal)
* +10.9 point lift in Gen Z brand consideration (vs. +5 pt goal)
