Samsung: Can You Send Me That?

The Coolr Effect

– 4.5M+ people reached
– 30K+ impressions over a six-week period
– Engagement and view rates exceeded benchmarks across Samsung UK’s social channels

The Story

As AI-generated imagery flooded social feeds, we saw an opportunity for Samsung to challenge the narrative. Instead of competing with artificial visuals, we set out to prove that real photography — shot on the Samsung Galaxy S23 Ultra — could rival and even outperform AI.

We invited followers to challenge Samsung to create any image they could imagine. The twist? Every image was captured by Team Galaxy influencers, using the S23 Ultra — not AI.

To deliver at speed, we built an always-on creator “engine room” that enabled real-time content creation. This approach allowed us to showcase key product features through striking, platform-native visuals, including:
– Nightography performance
– The 200MP camera
– High-impact, social-first photography designed to stop the scroll

The Takeaway

– Real beats artificial when creativity leads
– Speed and spontaneity drive engagement
– Product truth, executed culturally, cuts through