Integrated PR campaigns for Samsung
product launches that deliver headlines and sales
Work
Taylor Herring have worked for Samsung since 2015 – handling launches for a wide variety of products by building award-winning integrated campaigns.
As Samsung’s retained creative Consumer PR agency we work across mobile, home appliances and corporate briefs – on a mission to drive fame and engagement for the brand’s innovative products.
Chief Vacation Officer
Group holidays might be about switching off, but organising them is anything but relaxing.
To launch the Samsung Galaxy Z Fold7, we celebrated the rise of the “Chief Vacation Officer” – the friend responsible for juggling bookings, budgets, restaurant recommendations and endless group chat messages to get the
Fronted by Vicky Pattison, the campaign brought the familiar chaos of holiday planning to life through a funny hero film featuring the cast of personalities found in every friendship group.
Integrating the Galaxy Z Fold7’s large display and Multi Window functionality throughout, the campaign blended relatable storytelling with product innovation to position the Galaxy Z Fold7 as the perfect travel companion.
The only question that remained was… which one of the group are you? Read more
The Night is Ours
As the nights drew in, we invited Britain to see the country in a new light. To launch the Samsung Galaxy S26 Ultra, we commissioned actor Ashley Walters to front The Night is Ours – an short film celebrating the beauty of life after dark and the moments often missed once the sun goes down.
Supported by nationwide research revealing the UK’s most beautiful landmarks at night, the campaign highlighted the growing appreciation for after-dark experiences while addressing the frustration many people feel when trying to capture low-light scenes on their phones.
Blending cinematic storytelling, cultural insight and product innovation, the multi-platform campaign demonstrated how the Galaxy S26 Ultra’s enhanced Nightography capabilities allow users to preserve vivid, high-quality memories long after sunset, inspiring people to make the night their own.
‘Bored Club Girl’
Seven years after becoming the face of one of the internet’s most iconic memes, Lucia Gorman stepped back in front of the camera for Samsung. Recreating the viral “bored club girl” moment alongside a series of deliberately mistimed photo fails, the campaign showcased the Galaxy A56 5G’s new Best Face feature, which helps users rescue imperfect group shots.
Supported by new research into the UK’s biggest photography frustrations, the campaign tapped into internet culture and nostalgia to demonstrate how AI can solve a relatable everyday problem.
By blending a globally recognised meme with product innovation, we helped Samsung turn a viral moment into results as the A56 launch delivered a +24% YoY sales uplift compared to the previous model.
The Ex-Eraser
What would you erase if you had the chance? Actress Patsy Kensit became Samsung’s very own “Ex Eraser” to launch the Galaxy S25 FE and showcase the power of Galaxy AI’s Generative Edit feature.
Inspired by the nation’s relationship regrets, Patsy encouraged Brits to move on from the past by removing unwanted exes from their photos without deleting the memories that matter.
Supported by nationwide research revealing the nation’s biggest life regrets and the lengths people go to erase traces of former partners, the multi-platform campaign blended celebrity talent, cultural insight and product demonstration to position Galaxy AI as a practical feature with a playful, relatable twist.
The UK’s toughest jobs
Who really keeps Britain running? Well, to launch Samsung’s Rugged device range, we set out to answer that question by uncovering the UK’s toughest jobs.
New nationwide research sparked conversation around the physical and mental demands faced by frontline workers, from firefighters and paramedics to farmers and construction workers, all while highlighting the growing need for technology that can perform in the harshest environments.
To bring the story to life, we partnered with farmer and shepherdess Amanda Owen, whose authentic perspective demonstrated how Samsung’s Rugged devices are built to withstand the realities of demanding working lives.
Blending insight-led PR, credible talent and product storytelling, the campaign positioned the Galaxy XCover7 Pro and Tab Active5 Pro as tech that’s as resilient as the people who rely on it as much as we rely on them.
Morning People
To launch Samsung Health’s latest AI-powered wellness features, we teamed up with Jamie Laing to inspire the nation to become morning people. Fronting the “Morning People” campaign, Jamie released a motivational spoken-word anthem and animated lyric video encouraging Brits to ditch the snooze button and build healthier habits.
Backed by new research revealing that four in ten people feel tiredness is holding them back from reaching their full potential, the campaign highlighted the UK’s growing sleep crisis while positioning Samsung Health as part of the solution.
Using celebrity talent, data-led storytelling and engaging creative content, the multi-platform campaign showcased how Samsung Health, Galaxy Watch and Galaxy Ring use AI-powered insights to improve sleep, support wellbeing and help people wake up ready to seize the day.
A Friend for Christmas
For Samsung’s Christmas campaign we told a heartwarming story celebrating the power of imagination and the role Galaxy AI can play in bringing creativity to life. The campaign followed Laura, a young girl struggling to settle into a new home, whose imaginary friend Milo is transformed from a drawing into reality using Galaxy AI’s Drawing Assist on the Samsung Galaxy Tab S11 Ultra.
Supported by new research into children’s imagination at Christmas, the multi-platform campaign positioned Galaxy AI as a tool that inspires creativity, captures the magic of the festive season and strengthens the bond between generations.
Galaxy AI is here
To launch the Samsung Galaxy S24, we brought Galaxy AI to life with one of the UK’s most ambitious drone displays. Partnering with Samsung, St Marks Studios and Celestial, we created a breathtaking aerial spectacle above Canary Wharf, where more than 550 drones transformed the night sky into an immersive journey through the solar system.
The display unveiled the message “Galaxy AI is here” before revealing the Galaxy S24 and a series of celestial scenes symbolising the limitless possibilities of Samsung’s new AI-powered technology.
The launch generated widespread attention and introduced a new era of Galaxy AI with an unforgettable live experience.
Fold Town
Imagine a world where the impossible folds into reality. That’s exactly what we created for the launch of Samsung’s Galaxy Z Fold6 and Z Flip6. Fold Town wasn’t just a campaign; it was a fully integrated experience that transformed East London celebrating all things foldable.
A series of unique public art installations lined the streets as a paid partnership with TFL turned Old Street in Fold Street; an iconic London bus folded at 90 degrees, a folded phone box, park bench, and lamppost. Samsung made “Fold Street Station” a must-visit destination for the launch of their latest range.
This audacious act of real-life surrealism, amplified by a fully integrated campaign, propelled Samsung to own the foldable conversation, achieving a staggering 93% share of voice while also maintaining and growing its position in the UK foldable smartphone market with 80% market share and sales increasing YOY.
Taking Notting Hill Carnival Digital
During COVID cultural events across the country got cancelled so we teamed up with Notting Hill Carnival to help take the event digital for the first time in its history.
The multi platform campaign helped amplify Samsung’s ‘Shoot in 8K. Watch in 8K.’ marketing campaign which shone a spotlight on the superior filming and viewing resolution of Samsung’s flagship Galaxy S20 phones and QLED 8K TV range.
We brokered the partnership and are oversaw all creative and production – with all the video content shot on Galaxy 20 phones in 8K.
QuickDrive
We made TV history with the screening of a head-spinning new Samsung ad – the longest single shot commercial ever screened in the UK – featuring nothing but a washing machine.
In the same month we screened a 66-minute film of a complete 40-degree wash cycle, with an original score by Hollywood composer Michael Nyman.
The campaign won the Grand Prix at the Drum Marketing Awards 2018.
Launching the Samsung Galaxy S20
Taylor Herring devised a fully integrated launch campaign for Samsung S20 – starring Lewis Capaldi involving an ad-break takeover during The Brit Awards
The ads were only one element of an ambitious integrated campaign by the agency that included a secret gig, a big screen live feed to shopping centres across the UK, a Facebook live stream, in-store activations, cab wraps and additional social content uniquely formatted for Instagram and YouTube.
more about it here
Laundry-inspired fragrance promotes new ecobubble washing machine.
A new perfume which aims to capture the very essence of fresh laundry was launched with a series of witty ads starring record Olympic gold medal winner Max Whitlock.
The British athlete stars in a new washing machine campaign from Samsung that gently mocks traditional perfume ads. Max emulates some of the world’s most famous ads and showcases his impressive pommel horse moves on top of the machine.
more about it here
No More Blank Screens
Millions of TV sets across the UK appeared to turn themselves off as part of a world-first marketing campaign for Samsung which showcased the evolution of television and its role within our homes.
Our disruptive campaign launched with a 20-second advert designed to trick viewers into thinking their devices have been turned off leaving nothing but a blank screen.
The multi-channel, multi-network takeover saw televisions ‘switching off’ during the ad breaks of some of Britain’s most popular shows including Coronation Street (ITV) and First Dates (C4).
Love Island
We activated Samsung’s sponsorship of Love Island across all social channels producing over 400 pieces of content across Instagram, Twitter and Facebook – as well as MPU’s for the official site.
Former Love Islanders Wes Nelson and Georgia Steel coupled up for a sizzling summer shoot as they launched competition to win tickets to this year’s Love Island live final. We challenged the public to get creative with their holiday snaps.
Samsung are the official Love Island phone partner, and we provided all islanders with Galaxy S10+ devices to power those all-important ‘I’ve got a text!’ moments.
Unboxing The Galaxy S8.
We marked the launch of the groundbreaking new Galaxy S8 smartphone by touring a giant 7×3 metre scale model of the phone around the UK .
Each of the installation sites have been selected following a public poll to find the 20 UK views that give Brits infinite pleasure.
The giant phones being specially positioned at many of the winning locations to showcase the views via the new Infinity Display screen.
Thread Talks
Inspired by Twitter threads and conversations, we staged a series of events for Samsung KX that will feature notable Tweeters performing a live reading of their favourite spats and chats from the Twittersphere.
‘Thread Talks’ – is an event series that celebrates the array of threads and conversations had on Twitter daily, covering a range of subjects, including journalism, sport, culture and comedy.
Each ‘in conversation’ event will be hosted by radio DJ Alex Zane, who will be joined by a celebrity guest.
We devised the series of live events and brokered the collaboration between Samsung and Twitter
Hollywood style icons given digital makeovers
We challenged a team of leading digital artists to bring the leading style icons of the silver screen into the 21st century by using the new Galaxy Note 4 handset to help create photo-realistic images of the stars in a modern context.
Fully credited features ran on national news websites including Mail Online, Mirror Online, Telegraph Online, Express Online, Metro Online, Yahoo! News and TV, Evening Standard Online and Daily Record Online.
Overall for the campaign, 213 pieces of coverage were secured.
Dream Dog House
Samsung asked us to help build buzz around their sponsorship of Crufts 2015
The idea – build a hi-tech dog kennel!
Result: 200+ pieces of media coverage. Huge interest from international publications and broadcast, including over 130 broadcast pieces
Samsung Hypercube
The launch of the Samsung VR ‘Hypercube’ saw a chance for UK Festival goers to experience Biffy Clyro’s ‘Flammable’, the first VR music video in the UK.
The Hypercube debuted at three festival sites, Boardmasters in Cornwall, Glasgow Summer Sessions and Bestival on the Isle of Wight.
We hosted journalists for a special VR experience, and at the final festival, Bestival, oversaw a special weekend with journalists across music, tech, lifestyle and news enjoying the Hypercube, music and the festival sights.
Samsung KX50: The Future In Focus
Drone-style air taxis and buses will transport people across cities and the daily commute will take place in the sky, according to predictions from six of Britain’s leading academics.
We commissioned the in-depth study to mark the launch of Samsung KX, a new experience space in Coal Drops Yard, London, celebrating 50 years of tech innovation.
Alongside the creation of the report we also produced visualisations of the predictions in order to bring them to life.
QLED TV
Model Daisy Lowe fronted our campaign to celebrate the launch of the Samsung QLED TV, which can seamlessly blend into the background through its unique Ambient Mode functionality.