ABOUT

The Brief:
Samsung UK’s Pioneers PR platform was created to champion DE&I in the technology industry and advocate positive change by creating a culture of advocacy and allyship in the company.

As part of the wider platform, we were tasked with developing a cross channel UK consumer focussed campaign in February 2024.

The coverage driving campaign needed to provide a platform for us to lean into a new, inclusion-focused topic, spark thought-provoking conversations, and make people feel ‘comfortable with the uncomfortable’, broaching themes around culture-bias with sensitivity.

The Concept:
Our mission was simple: spotlight and address the significant impact of name bias inspired by the human truth that names - especially those that sound non-Western - can profoundly influence perception.

We undertook research that revealed almost a third of UK adults have experienced negative stereotyping due to their name. This stat rises to 53% for minority ethnics.
If our names are disregarded or held against us, or changed without our consent, it can be demeaning. But that’s not always the case. Name changes can be expressions of endearment. It’s a fine line…

Our chosen route to land name prejudice was a multipronged below the line campaign called ‘Cultural Bias: The Fine Line’.

Execution:
We produced a suite of compelling assets to amplify our story including a specially commissioned video: The Fine Line as the hero asset, high res. video stills and various social video cut downs that were shared with media and repurposed for owned channel social media. The video reach was bolstered by a limited period of paid boosting on YouTube.

Results:
We exceeded KPIs and delivered message rich earned coverage in print and online media, where at least one asset was included in every piece of coverage. The campaign sparked positive thought-provoking engagement on social media (Instagram, X and LinkedIn).
Key stats:
o 381 x pieces of earned coverage generated (+65% vs KPI)
o 14K + video views to date (+430% vs KPI)
o £222.6K AVE
o 131% ROI (+31pp vs KPI)
o 84% share of voice (8th - 25th February 2024) (+3pp vs KPI)
o 2.14% Samsung owned channel engagement rate (+4.7% vs KPI)
o The campaign was recognised by Samsung Global as one of the top three best practice DE&I campaigns across subsidiary markets, and has been posted on Samsung’s global website.
o The Fine Line content now forms part of onboarding material for new colleagues, as it reflects Samsung’s robust commitments to DE&I.