Samsung
Social Campaign
Better late then never.
When Apple announced its first foldable iPhone, the tech world was watching. But while Apple celebrated its latest innovation, Samsung had already been leading the foldable revolution for seven years. Rather than letting its biggest competitor own the conversation, Samsung saw an opportunity to turn Apple's big announcement into a moment of its own. The challenge? Reminding everyone who got there first, without making it feel like another predictable brand rivalry.
WALK WITH US
Our Approach
Instead of taking a direct jab at Apple, we decided to give them a warm welcome. Literally. We created a playful video featuring generations of Samsung foldable phones clapping for Apple's arrival. A cheeky way to remind both Apple and Samsung fans who got there first. By celebrating the competition rather than criticizing it, we turned Samsung's technological head start into a joke everyone could appreciate.
LET'S DIVE DEEPER
Our Process
Using generative AI, we brought Samsung's foldable history to life in a short-form video. From its earliest foldable models to the latest generation, every phone joined in for a round of applause. The concept was deliberately simple: no complicated messaging, just a visual joke that anyone could understand within seconds.
Timing was everything. By publishing the Reel on Apple's launch day across Samsung's Dutch and Belgian Instagram channels, we tapped directly into the conversation surrounding the announcement. While the internet was talking about Apple's newest innovation, Samsung casually reminded everyone that it had been there, done that, and was more than happy to applaud the late arrival.
HOW DID IT GO?
The Results
A round of applause that went viral: one perfectly timed video, two markets and over 1.4 million likes. With 45.6K+ comments and 27.5K+ reposts across Instagram, Samsung turned its competitor's big moment into a viral celebration of its own foldable legacy.
What started as a playful congratulations became a powerful example of reactive social content. By combining cultural relevance, a simple creative idea and perfect timing, Samsung managed to join one of the biggest conversations in tech while putting its own history of innovation front and center.
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