Samsung Nepal | A Series Launch

Overview

Samsung's global campaign, one of the most successful TikTok activations in brand history — used BLACKPINK's star power to turn three product benefits into a jingle and a dance challenge: "Awesome Screen. Awesome Camera. Long-Lasting Battery Life. The #danceAwesome TikTok challenge became the first global hashtag challenge launched by a brand on TikTok at the time, generating over 20 billion views and 4.7 million pieces of user-generated content across markets. Targeted at Gen Z — Nepal's TikTok generation — with a campaign rooted in self-expression, camera culture, and visual identity. The brand voice was playful, trend-aware, and participatory, designed to invite co-creation rather than passive consumption. Locally adapted the global #danceAwesome campaign — in partnership with BLACKPINK and TikTok — by recruiting Nepali influencers to localise the challenge and extend its cultural reach within the market. Identifying Nepali influencers whose audience profile, tone, and brand character aligned with Galaxy A's Gen Z positioning Briefing creators to perform their own version of the #danceAwesome challenge Sequencing influencer rollout to build momentum progressively rather than flooding the market simultaneously Amplifying user-generated content organically to sustain the challenge beyond the initial launch window