Integrated campaign
The brief
Launch media buys space: a screen, a slot, an impression. But in the social feed, the real space is time — how many voices bring up a topic, and how fast. No media plan sells that window. For two Samsung launches, Galaxy S26 Ultra and Galaxy Z Fold8, we turned it into a medium.
The build
Instead of one big move, many small ones from every direction at once — Samsung's Genghis Khan approach, rebuilt for Türkiye. We read X's open-sourced code and the recommendation notes of TikTok and Instagram: a dense burst of signal beats bought reach. For S26 Ultra, 141 accounts — creators, tech sites, meme pages with AI-made content and a nano-creator network — went live within 3 hours 42 minutes, 52 posts in a single hour. For Fold8, AI produced 40 videos and 20 stills in 3 days, published hourly on Samsung's own channels for 48 hours.
From the project
The board
