The One Show
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Samsung Exposure on Hulu
Agency BBH USA / Los Angeles + Samsung Electronics America / Plano + Hulu / Santa Monica + Westbrook Media / Calabasas
Category
Brand Partnerships
Annual ID
OS22_BE089M
About the Work
Samsung was struggling to break through to 18-29-year-olds as Apple’s Shot on iPhone campaign cornered the market on mobile photography. On paper, we had an innovative product featuring the best smartphone camera on the market, and there was an audience obsessed with digital creativity primed to purchase it. But why weren’t they? When we dug into the data we found that traditional advertising wasn’t going to cut it for a generation allergic to ads and apathetic on the subject of tech specs.
So we created Exposure - the first smartphone reality competition made possible by a unique partnership between brand, agency, studio, and streamer. The series dramatized the incredible feats of 8 creators and uncovered the human stories behind every photo, all shot on the Galaxy S21 Ultra 5G, organically demonstrating the S21 Ultra’s unique features with storylines that appealed to the passions of Hulu’s young streaming audience. It lived in key editorial and high-impact placements within the platform, including “Hulu Picks” – not in the siloed section for sponcon.
The unique format of the show produced over 300+ paid and organic assets. It created an ecosystem with integrated touchpoints from the Hulu platform to paid digital, PR, paid & owned social, and Samsung channels like Samsugn.com, email, and dedicated OOH placements in Times Squares.
Exposure was a hit on Hulu; landing in the top 10 amongst unscripted content on premiere day, top 15 amongst unscripted content in Actives in the first week, with 43% of the audience being in the key demographic (18-34-year-olds) [1]. The show smashed consideration metrics 12 points over across the board for Samsung brand, product, and camera superiority perception. We also increased the “Proud to Own” metrics’ absolute score and competitive index and narrowed “high-quality camera with superior function” perception gap vs Samsung’s #1 competitor [2].
SOURCES
[1] Hulu internal measurement metrics
[2] Samsung: S.com web traffic metrics
So we created Exposure - the first smartphone reality competition made possible by a unique partnership between brand, agency, studio, and streamer. The series dramatized the incredible feats of 8 creators and uncovered the human stories behind every photo, all shot on the Galaxy S21 Ultra 5G, organically demonstrating the S21 Ultra’s unique features with storylines that appealed to the passions of Hulu’s young streaming audience. It lived in key editorial and high-impact placements within the platform, including “Hulu Picks” – not in the siloed section for sponcon.
The unique format of the show produced over 300+ paid and organic assets. It created an ecosystem with integrated touchpoints from the Hulu platform to paid digital, PR, paid & owned social, and Samsung channels like Samsugn.com, email, and dedicated OOH placements in Times Squares.
Exposure was a hit on Hulu; landing in the top 10 amongst unscripted content on premiere day, top 15 amongst unscripted content in Actives in the first week, with 43% of the audience being in the key demographic (18-34-year-olds) [1]. The show smashed consideration metrics 12 points over across the board for Samsung brand, product, and camera superiority perception. We also increased the “Proud to Own” metrics’ absolute score and competitive index and narrowed “high-quality camera with superior function” perception gap vs Samsung’s #1 competitor [2].
SOURCES
[1] Hulu internal measurement metrics
[2] Samsung: S.com web traffic metrics
2022 Awards
Total Points: 3
Merit
Credits
Agency
BBH USA / Los Angeles
Client / Brand
Samsung Electronics America / Plano
Production Company
Westbrook Media / Calabasas
Media Distribution Company
Hulu / Santa Monica
Art Director
Erica Barringer
Tobias Lindborg
Copywriter
Felix Karlsson
James Mccomb
Chief Creative Officer
Rafael Rizuto
Creative Director
Jim Schwartz
Editor
Michael Basta
Executive Producer
Christie Dishner
Frances Great
Ned McNeilage
Tom Murphy
Strategist
Ariel Sayre
Account Executive
Jenna Silverman
Assistant Editor
Drew Abbot
Project Manager
Thao Vo
Associate Creative Director, Branded Entertainment
Taylor Greeson
Content Programming Manager
Henricka Barbour
Creative Manager / Creative Services
Linsey Parks
Creative Operations Manager
Jane Hong
Director / Brand & Integrated Marketing
Michael Somers
Director of Operations, Entertainment
Jackie Goodman
Director of Production, Entertainment
Adam Gong
Director of Strategy, Branded Entertainment
Tony Trujillo
Director, Corp Comm
Nicolette Hamm
Director, Development
Turner Barrowman
Director, Operations
Mike Nussbaum
Director, Production
Janice Molinari
Director, Sales
Rachael Tella
Director, Social Media
Tatiana Holifield
Director, Streaming Solutions
Jaime Przekop
EVP, GM, Entertainment, Executive Producer
Daniel Gearing
EVP, Head of Entertainment & Development, Executive Producer
William Swann
Executive in Charge
Martha Chaput
Head of Business & Legal Affairs
Rina Yano
Head of Post Production
Jeff Blank
Head of Strategy
Katie Acosta
Manager, Unscripted Development
Casey Feldman
President
Kelly Campbell
President / Executive Producer
Brad Haugen
Producer / Creative Services, Mobile Marketing
Chloe Petersen
Production Accountant
Omar Martinez
Production Finance
Reyn Danesi
Production Legal
Janae Pinto
Jeff Friedman
Project Manager / Creative Services, Mobile Marketing
Shelby Melton
Publicity Manager
Mitchell Squires
Senior Design Manager
Lindy Shibata
Philippe Quinal
Senior Development Manager
Brandon Scott Wolf
Senior Director / Head of Creative Services
Joo-Mee Song
Senior Post Supervisor
Stacey Weaver
Senior Project Manager
Myles Scovill
Senior Social Media Manager
Tracey Lincoln
Senior Team Lead - Editor
Andy Holton
Senior Team Lead, Branded Entertainment
Nancy Diaz
Senior Team Lead, Design
David Boden
Heather Kim
Social Shooter
Jordan Fisher
SVP, Growth / Executive Producer
Jesse Uram
SVP, Head of Content / Executive Producer
Lukas Kaiser
SVP, Marketing, Executive Producer
Scott Donaton
SVP, Operations
Dana Currier
Team Lead
Brianne Trosie
Vice President / Head of Mobile Marketing
Janet Chison Lee
VP, Branded Entertainment, Executive Producer
Liz Levy
VP, Development
Kelli Buchanan
VP, Hulu Creative
Reid Thompson
VP, Production
Andrina Davis
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