TikTok is a platform with great potential to go viral, and Samsung decided to take advantage of this fact and created a campaign on the social network to try to reach a younger audience. In the words of the press release from south korean, the objective was to talk to Generation Z and Millennials, and draw their attention to the camera set of the Galaxy A line smartphones, more specifically the Galaxy A52 (normal and 5G) and the A72.
The result was the campaign #AbsurdStep, which, if we consider the numbers, must have pleased Samsung. The challenge must have more than 2 billion views, according to TikTok's numbers. Created by F.biz agency, the campaign asks internet users to post videos dancing to the music made by DJ Pedro Sampaio in partnership with singer Malía. The engagement was generated by TikTok Hashtag Challenge and also through duet mode, which allows two users to share the screen in a challenge.
TikTok and Samsung partnership
It is worth remembering that the song used on TikTok was the launch theme for Samsung's smartphones. Galaxy A in Brazil, the new challenge only increases the partnership between the company and the social network. The intention of the campaign is to emphasize the “absurd” characteristics of the models in the series. In March, the new Galaxy A52 and A72 have been made official here.
@samsungbrasil Enter the challenge of #AbsurdStep doing a duet with these amazing steps! #AbsurdlyGalaxy
“TikTok is a platform made to inspire, with positive and creative content that can only be found here, and this Samsung challenge has everything to do with our community, which is motivated by authenticity,” says one of TikTok’s directors in Brazil, Gabriela Comazzetto. The campaign’s numbers seem to corroborate what she says.
“The massive participation of consumers in #PassinhoAbsurdo shows precisely the importance of creating campaigns that promote direct dialogue with the community, always highlighting the authenticity and unique language of TikTok,” added Juliano Fortini, head of digital media at Samsung in Brazil.