Communicating complex technology in collaboration with a global brand

The South Korean tech giant, Samsung Electronics, wanted to spread awareness of NFT technology in Denmark. RelationsPeople took up the challenge and converted a complex technology into an understandable conversation topic using multiple communication disciplines.

NFT is a glimpse of what one of the technologies of the future could look like – and especially if the metaverse becomes a bigger part of people’s lives, it becomes even more relevant. When RelationsPeople was about to start communicating about NFT in partnership with Samsung, Samsung already had widespread engagement with NFT technology in other markets. The objective was therefore to create a space for the conversation about NFT in Denmark.

The challenge was that NFT is an immature technology. At this point, there are not many local NFT experts, and the target group of stakeholders is still narrow. For the same reason, a lot of footwork was put into researching who talks about NFT and how we use it in Denmark.

In close cooperation with Samsung, RelationsPeople prepared press releases, surveys, and reports, and based on the local data RelationsPeople developed a masterclass for journalists and stakeholders. Danish experts from different industries were also invited to talk about how they use NFT in their industries to show the diversity of NFTs. Guests had the opportunity to learn more about Samsung’s involvement with NFT and see how Samsung’s products can be used as a tool to trade with and create NFTs.

The masterclass resulted in coverage in both national tech and lifestyle media, highlighting NFT technology from different angles and mentioning Samsung in the context of the technology. The media mentions generated a total reach of almost 3.4 million.

In parallel with the communication efforts, Samsung’s local spokesperson was message trained and a press effort was set into place, resulting in columns in Computerworld and ITWatch. Samsung’s spokesperson was widely featured, commenting on the technologies and was interviewed for various innovation and technology articles.

All communication efforts have helped to strengthen Samsung’s position as an NFT partner in Denmark. In addition, Samsung’s engagement with NFT and the metaverse is being recognized and used as a case for conferences.

What is NFT?

An NFT (Non-Fungible Token) is a unique unit of data associated with an object, such as a piece of music or a digital artwork. In other words, NFTs are tokens that we can use to represent ownership of unique goods, a bit like a unique barcode. An NFT is stored on a blockchain.