Bringing the Samsung Galaxy Z to Life in Singapore’s Gaming Community

Samsung wanted to boost the Galaxy Z phone’s presence in Singapore, focusing on the tech-savvy gaming crowd. The goal was to build brand loyalty and drive purchases by connecting with gamers in an authentic way. By featuring the Galaxy Z in Samsung Gaming Nights, Samsung aimed to engage Singapore’s gaming community and highlight the phone’s unique features during an important activation period.

Engaging Gamers with Influencers and Authentic Content

To bring the campaign to life, Samsung partnered with two of Singapore's most influential gaming content creators, Denise Teo (@supercatkei) and Thomask. They created exclusive branded content within Genshin Impact, featuring a sponsored live stream that showcased the Galaxy Z phone’s capabilities, which was later edited into bite-sized content. Denise's content reached over 70K accounts across IG, X, TikTok and Twitch with 85 hours of branded video watched across all platforms. Thomas' content reached over 46K accounts across these platforms with 85 hours of branded content watched.

Fostering Strong Connections Within the Gaming Community

Samsung's strategic use of gaming influencers and immersive content through Samsung Gaming Nights helped establish the Galaxy Z phone as a must-have device among Singapore's passionate gaming community. The campaign not only increased brand awareness but also built a strong connection with the target audience. By merging cutting-edge technology with the thrill of gaming, Samsung successfully cultivated brand love and loyalty, positioning the Galaxy Z as the tech choice for Singapore’s gaming demographic.