Samsung Galaxy x LaQuan Smith
CAMPAIGN OVERVIEW
Tasked with creating an earned-first strategy to launch the new Galaxy Ring. Our goal was to boost awareness and consideration among luxury consumers, ensuring the Ring stood out in the crowded wearable tech market.
Through research we discovered our target values experiences and seeks exclusivity and personal fulfillment. Using this insight, we developed a culturally resonant activation strategy against the backdrop of New York Fashion Week (NYFW). By leveraging the presence of designers, media, and influencers, we aimed to amplify the product and showcase its creative potential.
The latest fashion craze—day-to-night sleepwear—spotted on the Met Gala red carpet and across top trendsetters' feeds, inspired our “Lucid Dreams” campaign. We aimed to partner with a bold fashion voice who values tech as a productivity enhancer, making a splash at NYFW with their take on modern sleepwear. The designs, influenced by data from the Ring, would debut at the runway show, incorporating the wearable into various looks. This runway stunt would kick off an exclusive NYFW pajama party, giving influencers and consumers a hands-on experience with the product.
We collaborated with designer LaQuan Smith, known for pushing fashion boundaries. His Samsung collection featured two ‘sleepwear’ looks—one for men and one for women—designed for seamless day-to-night transitions, inspired by the Galaxy Ring’s 24/7 wearability. Leading up to NYFW, LaQuan used the Ring to track his health, leveraging its sleep pattern insights to enhance his work. After the show, the Lucid Dreams collection and Ring were available for public purchase. Additionally, we enlisted influential personalities to amplify the partnership.
The partnership was a success. A brand heat study showed 81% of those organically aware had a positive impression of the partnership, and 73% were more likely to purchase a Ring. We garnered 150 media placements, resulting in 552M earned impressions, and a sold-out collection on LaQuan’s site. Our influencer partners garnered 8.1M impressions across 36 pieces of content.