SAMSUNG: DRAMA UNFOLDING
To launch the new Galaxy Z Fold7 and Galaxy Z Flip7, we knew we needed some drama. So we called in the experts: social media’s top tea spillers. We tabbed over 9 creators including @BobTheDragQueen, @MonetXChange, @Fibula, @BrookeAverick, @GoodChildren and more to help us unfold the drama and the latest Samsung foldables.

PHASE I: THERE’S DRAMA
To introduce our campaign, we had luminary characters post cryptic messages on their pages driving intrigue among their fans.

PHASE II: THE CRASHOUT
To continue to build on the drama, we enlisted our creator’s counterparts to clapback.

PHASE III: HEY CHAT
We wanted to make the drama real, so of course we had pop culture experts break down the drama.

PHASE IV: END THE CONVERSATION
We wrapped this up, ensuring people knew about the new Samsung Galaxy Z Fold7 and Galaxy Z Flip7 phones and that they had been played.

All in all, our campaign was a success with followers falling for our fake out and others calling it incredibly clever.
Our campaign drove interest and traffic to Samsung sites, selling preorders and inserting green bubble texts into group chats everywhere.

I mean…we even fooled the great Lisa Rinna AND had Brooks Nader join the fun. If that’s not a standard for success I dunno what is!

Agency: Wasserman

Role: Senior Writer

Senior Art Director: Lindsay Iversen

Creative Directors: Kelsey Shalvoy (AD), Joe Tirabassi (CW)