Incubating a New Business for a leading Consumer-Product Brand

Samsung had been a long-standing client when they approached Overdose to work on a custom-built user-generated content platform for their Camera division. This was Samsung's first foray into a soft-sell brand engagement space as they had until then, launched product-led sites. The brief was to elevate the Samsung brand from a mass DSLR brand, and to grow the brand love beyond the hardware and functions. The client had a 2-year roadmap to develop and foster this UGC community platform for aspiring photographers to share their photos and get advice from Key Opinion Leaders (KOLs) who were experts in their respective field of photography. 

In addition to providing a robust community platform for sharing and inspiring, we added gamification and loyalty elements for better engagement and tracking. Overdose further mapped out a strategy for the community platform to be financially and operationally sustainable with external funding via sponsorships.

We supported Samsung in rolling out this strategy over the next 12 months, with partners such as the Tourism Australia and the Korea Tourism Organisation, who sponsored photography trips to their respective countries. The cross-pollination of the target audience and the co-sharing of IP of the trip content meet Samsung's targets in 12 months, half the time originally projected.


The Agency: