Samsung Mobile — The UMA Capture Studio
The Capture Studio turned Samsung from a sponsor into a creative tool artists actually used. The activation numbers were the best in class for our mobile partnerships.
— Samsung Mobile
Samsung needed a credible, creator-led stage to prove its mobile camera superiority in a category where lifestyle advertising alone no longer converts discerning creators.
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DISCOVER SAMSUNG MOBILE
The UMA Capture Studio
Partnership Objective
Showcase Samsung Galaxy's camera and connectivity credentials with urban music creators and drive device trials and activations across four editions.
UMA Strategy
UMA built the Samsung Capture Studio as a permanent fixture across four editions, putting Galaxy devices in the hands of nominees and broadcasting the ceremony through them.
Activation
Samsung Capture Studio with 20 Galaxy devices filming nominee diaries; device gifting to every nominated artist; official livestream powered and branded by Samsung; #ShotOnGalaxy red carpet gallery; exclusive Galaxy offer code distributed to the UMA database of 1.4 million fans.
Audience Reached
Four-year cumulative reach across UK, USA and Asia broadcast, livestream and social audiences.
Media Coverage
Coverage across TechRadar, Stuff, Wired, GRM Daily and broadcast partners, with the #ShotOnGalaxy content becoming a flagship creator case study for Samsung.
Campaign Outcomes
9.5 million audience reached across four editions; 18% conversion uplift on Galaxy device sales via the UMA offer code; 220,000 new device activations attributed to the campaign; 3.4 million views of the #ShotOnGalaxy nominee diaries.