ABOUT

The launch of the Z Flip3 had to build cultural relevance and desire among high-priority Gen Z and young millennial targets. So Todrick Hall, a talented and iconic agent of change who embodies Samsung’s spirit of openness, was brought in to create a bespoke anthem titled Flip, Fold, Snap, Clack. The campaign was an out-of-the-gate success. In its first week, engagement on Samsung’s social channels increased by 60% over standard benchmarks. When Todrick shared the content on his own Instagram feed, there were engagement increases of between 28% and 166% compared to his average post.