Samsung
Life on the Edge: Galaxy S25 Launch
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A star-powered product debut
This wasn’t just another smartphone release — it marked the debut of the slimmest S series yet, amplified by a high-energy, culture-driven partnership with Grammy Award winner Doechii. Together, we ignited buzz and drove purchase consideration among trendsetting young women and creators through multi-platform storytelling that fused cutting-edge tech with cultural influence.
All eyes on the Edge
For the global launch of the Galaxy S25 Edge, I led The Newsette’s creative and editorial strategy to capture attention, spark aspiration, and position Samsung’s newest mobile innovation as our Gen Z subscribers’ essential companion for powering creativity, connection, and self-expression on their terms.
5.6m
15k
Content Views in 2 weeks
Custom newsletter spotlights electrified audiences leading to and day of the global product launch launch
Commanded attention across channels via immersive, editorial storytelling, and exclusive Doechii-fronted content
Clicks & Engagements
Drove high-intent traffic to the Samsung Newsroom
Fueled deeper product exploration and extended launch engagement
Campaign Approach
Celebrity Amplification – Integrated Doechii’s voice and presence across social, newsletter, and digital to merge product storytelling with cultural conversation.
Immersive Editorial Takeovers – Designed premium branded environments with custom-animated logos, shoppable features, and striking product visuals.
Lifestyle Integration – Embedded Galaxy S25 Edge’s benefits—slim design, performance, and versatility—into relatable, aspirational content for female audiences.
Cross-Platform Connection
Client
Samsung
Year
2025
Role
Integrated Marketing Strategy Lead
Account Manager