Samsung Mobile’s yearly market share is rivaled only by Apple, as the two carriers vie for the top smartphone company worldwide. So when Samsung asks for a new idea and aggressive strategy to connect with potential audiences, you pull out all the stops.

We pitched the client something new: an integrated influencer-led social campaign built on a Reddit live ‘Ask Me Anything.’

I worked to draft a briefing book, approved talking points, technical specs, and release information to prepare Lew from Unbox Therapy for the AMA. We worked with moderators at Reddit to spread the word about the event, and drafted posts and captions for Samsung’s account page, Unbox Therapy’s account, comments in select subreddits and all paid ads across Reddit.

In the first week, the campaign’s KPI’s exceeded expectations with 33 unique posts, over 500 comments in the AMA, in addition to earned media surrounding the event.