Samsung: Organic Social

Social and Brand Strategy. Influencer. Content Creation.

Samsung S25 Galaxy Launch Campaign

CHALLENGE: How do you generate real buzz for the launch of the Samsung Galaxy S25 on organic social — without revealing a single feature?

INSIGHT: Right before every major tech launch, social feeds flood with “leaks,” conspiracies, and unverified rumors. Instead of shutting them down, we saw an opportunity: if audiences are already speculating, why not fuel the fire?

IDEA: We turned pre-launch secrecy into entertainment by embracing tech conspiracy culture. Rather than dismiss rumors, we amplified them — and planted a few of our own.

We developed a wave of intentionally absurd “leaks,” blending believable speculation with internet-level chaos. Each rumor was crafted to feel just plausible enough to spark debate.

EXECUTION
We seeded the conspiracies across social through a coordinated influencer strategy, partnering with tech creators and conspiracy commentators to “investigate” and build on the rumors.

Creators stitched, duetted, and debated each other’s posts — creating a self-sustaining speculation loop that blurred the line between satire and possibility.

On TikTok, we leaned fully into the chaos with intentionally “unhinged” content that winked at the conspiracies without confirming anything — keeping audiences guessing while driving conversation.

Platforms: IG, TT and YTS

RESULT:
8+ million organic views
A surge of speculation-driven engagement
Pre-launch buzz without revealing a single product detail

“Leaked” consipracy videos

Influencer Videos

We partnered with a few conspiracy and tech influencers to help us “leak” the conspiracies and increase chatter.

Conspiracy TikToks

Low-fi TikToks meant to stand out on our organic pages gave a wink and nod to existing conspiracy theories
(without confirming or denying anything) while driving to the launch event Unpacked.