S06. Digital Products

“PARADIGM” aimed to help Samsung combat customer inertia and revitalize brand presence in the Greater Bay Area (GBA) ahead of its S25 Ultra launch. Following a decline in market share in mainland China since the late 2010s, Samsung doubled down on younger, higher-end users with its S series and sought our expertise to leverage its strong 22% market share in Hong Kong as a launchpad for engaging the broader GBA.

Harnessing the buzz around artificial intelligence, we implemented a two-pronged social media campaign spotlighting the S25 Ultra’s user experience and AI capabilities: Targeted advertising to boost launch awareness among Xiaohongshu and WeChat users, and influencer marketing targeting the extended locals (港漂) segment on Xiaohongshu.

The campaign successfully generated over 4.6 million impressions, 108,000 interactions, and 3,000 engagements, creating a trickle-down effect that increased foot traffic to Samsung HK’s experience stores by 40% year-over-year.