Samsung enlists the star power of Jaden Smith.
Samsung needed to build consideration and influence among its next generation of users, Gen Z, by making the brand feel cooler, youthful, and more premium in their eyes. We established a partnership with Jaden Smith to build brand affinity through a year-long engagement that included social media influence, a nationwide experiential tour, concerts, convention appearances, custom product design, and exclusive meet and greets.
In New York City, we also set the stage for exclusive performances by Jaden Smith and Harry Hudson on the day of Samsung Unpacked, July 26, 2023. They performed to an intimate crowd at the Samsung 837 flagship store.
