Mother’s Day x Samsung Mobile

for mother’s day 2020, R/ga and client samsung mobile wanted to tap into the insight that mom is no where to be seen in childhood photos and videos—because she’s the one behind the camera. so we flipped the script to put mom in the picture #withgalaxy and celebrate everything she’s done for us.

as the lead influencer strategist for the project, my role was to identify and support 10 U.S.-based instagram and tiktok influencers to create on-brief content that puts mom in the picture. I managed everything from influencer id and budget, to influencer comms and content rollout. key influencer partnerships include jalaiah harmon (creator of the renegade) and lindsay peoples wagner (EIC of the cut).

the campaign kicked off with a launch film before rolling out influencer and owned content across instagram, tiktok, and youtube. we also encouraged the community to use #withgalaxy to share their tributes to mom.

 Here are a few key numbers and highlights from the 2020 campaign

• generated almost 27,000 pieces of ugc over a one week period leading up to mother’s day

• the campaign had a reach of 71M and average engagement rate of 4.85% (1 percent above average for the brand)

• dotcom saw a 6x lift

we reignited the campaign for mother’s day 2021 with a stronger focus on tiktok, including a global hashtag challenge and tiktok paid media support. key influencers included BTS, rupual drag race winner bob the drag queen, and tiktok creator julian bass. 2021’s campaign also leveraged missy elliot’s track “mommy” as a crucial part to the hashtag challenge.