Samsung Shakes Up Digital Marketing with Innovative "The Interns" Campaign

## Defying Convention: Samsung's Metatextual Campaign and its Impact on Digital Marketing

In the ever-evolving sphere of marketing, being cookie-cutter won't get you far. Samsung and creative agency BBH USA recently demonstrated this by breaking away from the typical tech gadget advert’s mould while crafting a new promotional strategy for the Galaxy Tab S9 Series tablet. They posed an intriguing question: “Could we make a story so that people who aren’t just hardcore tech fans want to watch?”

For years, tech adverts have closely adhered to a formulaic approach, emphasizing product features through aesthetic visuals. Now however, for Samsung's new campaign, they chose a different path. Enter "See Great. Be Great," which features a captivating long-form video that emphasizes the virtues of creativity and innovation in marketing.

This engaging expedition, christened "The Interns," incorporates humor and intricate narratives to sell the Samsung tablet's features. We follow two low-level ad agency employees as they embark on a scavenger hunt for discarded nibbles, only to find themselves brainstorming whimsical, feature-focused concepts for the new tablet.

Samsung’s effort to engage Gen Z is noteworthy. By focusing on the "creator generation," Samsung directly addresses its target audience's needs and appeals to them in an innovative, relatable manner. While super-short advertisements are often favoured for the time-pressed generation, BBH and Samsung took the contrarian stance with an almost 4-minute long ad - a move greatly appreciated by the viewers and resulting in millions of YouTube views.

The deviation from conventional tech gadget advertising is just a small reflection of a greater shift we are seeing in the digital marketing world - bold innovation. As a master marketing guru, I can testify that appealing to a specific audience sometimes requires tearing up the rule book. Stories, even in marketing, do sell.

## Life in a Post-Samsung Marketing Universe

How does this tie back to, you ask? The existential idea of defying conventional norms and breaking the glass ceiling in digital marketing is precisely what we at align ourselves with. Out-of-the-box thinking, coupled with the prowess of artificial intelligence and analytics, is the hallmark of our marketing approach, mirroring the spirit of Samsung’s metatextual advertisement.

We, at, pride ourselves on our innovative Autopilot technology – a function that revolutionizes content marketing by automating the time-consuming process of finding high-value, low-competition keywords pertaining to your website’s niche. This smart feature transforms the process of content creation, allowing you to focus on other aspects of your business growth.

Samsung's approach in this campaign reminds us that a clever mix of creativity, strategy, and audience understanding is necessary to craft impactful digital marketing campaigns. So, here's my guess for the future of digital marketing - a wave of unconventional strategies anchored on individuality, powered by advanced tech solutions like

It's a new dawn in the digital marketing universe as businesses strive to make a unique mark and connect deeply with their audiences. So, strap on your seatbelts marketing mavens, it’s going to be an enthusing ride. Or as we might say, the juice is worth the squeeze!

About The Author

Derek Sturman
Co-founder of, CEO of Panda
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