​The Samsung Galaxy A is a phone targeted at Gen-Z, but Gen-Z was turning their backs on Samsung. This is a generation who’s on their phones 24/7 and is sensitive to advertising bullshit. So to promote the Galaxy A, we cut the fluff and turned the three things that matter to them—an awesome screen, awesome camera and long-lasting battery life—into the exact words of a song, and a dance with help from K-pop mega-band: BLACKPINK. We dropped it as the #danceAwesome challenge on TikTok, resulting in 4.7M user videos, 16B views, and a significant increase in purchase intent.​