CONSUMER ELECTRONICS / SAMSUNG MOBILE UK

Newsjacking Apple’s party

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The Brief

On Sept 9, Apple was set to launch something big and Samsung couldn’t resist crashing the party with a bit of social media banter.'


So we were brought in (and only given 48 hours) to set up a temporary, fast-moving, social media newsroom that would react to Apple’s launch event with some ‘top bants’ in real time.

A wall filled with lots of drawings and notes on it.

Two days later, not only had we assembled a crack team of community managers, writers, designers and illustrators, but we also established an official tone of voice and workflow for our pop-up newsroom.

Meanwhile, our community managers had already begun scouring the Internet for any rumours we could use as part of a speculative content plan.

Planned Twitter content for Samsung's Newsjacking event to promote the Galaxy S6. © The Animo Group Ltd.
Planned Twitter content for Samsung's Newsjacking event to promote the Galaxy S6. © The Animo Group Ltd.

Armed with a very loose list of talking points and enough scamps to wallpaper Tim Cook’s office, we were ready to social media all over Apple’s party!

Throughout the campaign we racked up a total of:



4,980,184

Impressions


808,412

Engagements


16.23%

Average Engagement Rate

The results speak for themselves

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