Samsung
Samsung
Slaysung
Group Creative Director and Director of Social.
The project
At DDB Aotearoa, we helped launch and scale Samsung New Zealand’s TikTok presence. Building a fast, social-first content engine designed for native TikTok behavior: trends, sound-on storytelling, and creator-style formats.
We took over Samsung’s TikTok and rebuilt it as a content engine. It went from 373K to more than 700K followers, and the community gave it a name: Slaysung.
In fourteen months, we took the account from 373K to more than 700K followers and millions of engagements, helping make Samsung NZ one of the strongest-performing brand accounts in the market.
The broader impact extended beyond TikTok: Samsung’s local-first social approach helped drive one of the largest brand social communities in New Zealand, proving that global brands win locally when the content is made for the culture, not translated for the market.
The work
Samsung TikTok New Zealand, the reel
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