SAMSUNG CAMPAIGNs
As an Associate Account Executive at Leo Burnett Toronto, I regularly worked with Samsung as a client. Notably, I supported the creative development and execution of Samsung’s “Flex Your Way” campaign — promoting the Galaxy Z Fold and Z Flip phones. The campaign focused on showcasing flexibility and innovation through bold storytelling and modern visuals, positioning Samsung’s foldable devices as the next evolution in mobile technology.
Responsibilities
-
Acted as the main liaison between Samsung and the agency’s internal teams, translating client objectives into actionable creative briefs that aligned with brand goals and product positioning.
-
Collaborated closely with copywriters, designers, and art directors to ensure all creative assets — from digital ads to video concepts — maintained brand consistency and communicated the unique selling points of the Fold and Flip devices.
-
Supported the rollout of the campaign across multiple channels, including digital display, paid social, OOH, and video. Managed timelines, deliverables, and approvals to ensure cohesive messaging and on-time delivery.
-
Monitored campaign performance metrics, prepared post-campaign summaries, and provided insights to inform future creative optimizations and strategy adjustments.
RESULTS & IMPACT
The “Flex Your Way” campaign successfully boosted awareness and excitement around Samsung’s new foldable lineup, positioning the brand as a category innovator in mobile design. Within the first two months of launch, social engagement increased by 42%, online pre-orders grew by 19%, and digital ad CTRs exceeded benchmarks by 23%. The campaign’s sleek creative and cohesive multi-channel execution earned strong positive feedback from both Samsung stakeholders and consumers.
-
42%
Increase in social engagement
-
19%
Increase in pre-orders
-
23%
Above the CTR benchmarks
