With the launch of the Galaxy Z Flip, Samsung Mobile (@SamsungUK) wanted to make the connection between the stylish features of its new foldable phone and fashion-conscious consumers. Specifically, @SamsungUK wanted to launch the Galaxy Z Flip like a high-end fashion brand, which made connecting with the vibrant fashion community on Twitter the perfect partnership.
Twitter worked closely with @SamsungUK’s agency Starcom UK (@Starcom_UK) and its publishing partners at the British Fashion Council to create a unique collaboration that celebrated the Galaxy Z Flip’s iconic design and positioned it in a premium high-fashion environment.
The partnership made the Galaxy Z Flip the official smartphone of London Fashion Week February 2020, and allowed Samsung to sponsor exclusive video content from across the week through Twitter’s Amplify Sponsorships. Content included highlights from runway shows, parties, backstage, and celebrity interviews — giving @SamsungUK a unique opportunity to target an audience of individuals passionate about fashion trends and lifestyle brands.
As well as video pre-roll placements, the partnership also gave Samsung physical branding throughout the venues, a presence on the official London Fashion Week map of London, and branding on all official digital promotions of the event.
According to Paul Kasamias, Managing Partner, Starcom Performance Practice, the collaboration between Samsung and London Fashion Week was a great example of how multiple partners can come together to benefit a brand.
“Not only were we able to achieve significant increases in efficiency, but had outstanding uplift towards our target audience for Samsung. We look forward to further partnership activations in the future with Twitter,” Kasamias says.