SITUATION
Samsung Electronics Korea launched the ‘Byeo Byeol Letter’ social media campaign to strengthen communication with young target consumers on Instagram in 2025. Specifically, leveraging Instagram's newly launched ‘Announcement Channel’ feature amid the platform's increasing sophistication, the campaign attempted two-way communication with users subscribed to the channel. This included sharing campaign announcements and gathering opinions on campaign themes, aiming to strengthen the community for highly loyal fans.
SOLUTION
The Samsung Byeo lByeol Letter campaign began with consumer participation to strengthen targeted communication.
Leveraging Samsung products that every consumer in Korea has used, the campaign invited submissions of everyday episodes involving Samsung products. The brand then repurposed these into short-form video content. Specifically, it drove high participation through young-targeted communication utilizing various features within the Instagram announcement channel. The content created from these consumer stories resonated deeply, leading to organic sharing across social media.
The first episode leveraged the hottest social topic, ‘pets,’ soliciting stories about pets and Samsung products. Three outstanding entries were selected, and the winning stories were produced as animated video content. This content featured illustrations by popular Instagram cartoonist ‘Daun’ and the voice of renowned voice actor ‘Nam Do-hyung’. It vividly conveyed consumers' product usage experiences, fostering a strong sense of empathy.
The second episode, ‘Why I Use Galaxy,’ focused on Galaxy and featured not only stories from everyday consumers but also collaborations with creators like ‘Hijino,’ whose ‘To My Friends Who Use Galaxy’ video garnered 1.4 million views and became a hot topic among young targets, and the collaboration with ‘Noah,’ a member of the virtual idol group PLAVE known as a Galaxy user. This expanded the campaign, securing authenticity and buzz, aiming to increase attention from the story submission stage all the way through to viewing.
RESULTS
The campaign videos achieved a total of 100 million views and approximately 180,000 total engagements.
(*Episode 1 total: 26 million views, Episode 2 total: 76 million views) The ‘Why I Use Galaxy’ content released in collaboration with Hijino recorded 1.25 million views.
By collaborating with creators and celebrities who are actual Galaxy users, it conveyed user experiences in an easy and fun way, eliciting positive reactions from the Gen Z such as “This is authentic marketing” and “Galaxy ads should be done by Galaxy users, right?”
Furthermore, the campaign was recognized for its social-focused communication that resonated with consumers and attempted authentic engagement. It won three Grand Prizes at the 18th Korea Interactive Communication Awards: ‘Interactive Communication of the Year Grand Prize (Instagram)’, ‘Korea Social Media Grand Prize (Electronics Category)’, and ‘Korea Digital Content Grand Prize (Collaboration Content Category)’.
SITUATIONSamsung Electronics Korea launched the ‘Byeo Byeol Letter’ social media campaign to strengthen communication with young target consumers on Instagram in 2025. Specifically, leveraging Instagram's newly launched ‘Announcement Channel’ feature amid the platform's increasing sophistication, the campaign attempted two-way communication with users subscribed to the channel. This included sharing campaign announcements and gathering opinions on campaign themes, aiming to strengthen the community for highly loyal fans.SOLUTIONThe Samsung Byeo lByeol Letter campaign began with consumer participation to strengthen targeted communication.Leveraging Samsung products that every consumer in Korea has used, the campaign invited submissions of everyday episodes involving Samsung products. The brand then repurposed these into short-form video content. Specifically, it drove high participation through young-targeted communication utilizing various features within the Instagram announcement channel. The content created from these consumer stories resonated deeply, leading to organic sharing across social media.The first episode leveraged the hottest social topic, ‘pets,’ soliciting stories about pets and Samsung products. Three outstanding entries were selected, and the winning stories were produced as animated video content. This content featured illustrations by popular Instagram cartoonist ‘Daun’ and the voice of renowned voice actor ‘Nam Do-hyung’. It vividly conveyed consumers' product usage experiences, fostering a strong sense of empathy.
The second episode, ‘Why I Use Galaxy,’ focused on Galaxy and featured not only stories from everyday consumers but also collaborations with creators like ‘Hijino,’ whose ‘To My Friends Who Use Galaxy’ video garnered 1.4 million views and became a hot topic among young targets, and the collaboration with ‘Noah,’ a member of the virtual idol group PLAVE known as a Galaxy user. This expanded the campaign, securing authenticity and buzz, aiming to increase attention from the story submission stage all the way through to viewing.
RESULTSThe campaign videos achieved a total of 100 million views and approximately 180,000 total engagements.(*Episode 1 total: 26 million views, Episode 2 total: 76 million views) The ‘Why I Use Galaxy’ content released in collaboration with Hijino recorded 1.25 million views.By collaborating with creators and celebrities who are actual Galaxy users, it conveyed user experiences in an easy and fun way, eliciting positive reactions from the Gen Z such as “This is authentic marketing” and “Galaxy ads should be done by Galaxy users, right?”Furthermore, the campaign was recognized for its social-focused communication that resonated with consumers and attempted authentic engagement. It won three Grand Prizes at the 18th Korea Interactive Communication Awards: ‘Interactive Communication of the Year Grand Prize (Instagram)’, ‘Korea Social Media Grand Prize (Electronics Category)’, and ‘Korea Digital Content Grand Prize (Collaboration Content Category)’.