RelationsPeople was selected by Samsung to be the Nordic lead agency for a major product launch.

RelationsPeople was chosen to be the lead agency in the Nordics when Samsung had a major flagship launch of their foldable phones, the Samsung Galaxy Z Fold4 and Z Flip4, in August 2022. The task was to lead the other three Nordic agencies and ensure Samsung’s objectives were met.

Samsung wanted to generate significantly more press coverage of the new products at both Nordic and local level compared to the last launch, which had been run by another agency. We needed to come up with significantly more angles that would be interesting to tech, national, regional and lifestyle media.

To achieve the ambitious goals, we developed an inspirational catalogue of alternative press angles for all Nordic countries and challenged all countries to explore new media opportunities. We developed a comprehensive Nordic PR plan for the launch, so that all countries had a unified starting point. And we incorporated local ideas so that we could inspire each other across countries to break new ground.

At Nordic level, we generated 73% more press coverage than at the launch in 2021 and landed 15% higher than the target set at Nordic level.

In the Danish market alone, we generated 52% more press clippings than the target we set when launching.