Samsung makes fun of influencers in #SponsoredPost campaign

Samsung has launched a tongue-in-cheek campaign from Leo Burnett, poking fun at not-so-subtle sponsored posts from influencers.

The campaign highlights the features of the Samsung Galaxy A, while simultaneously poking fun at how influencers create content for brands. 

The campaign music video stars comedy trio Aunty Donna performing a rap about how to create a sponsored post to promote the new Samsung Galaxy A series of phones. Other Australian influencers to appear in the video include Lily Brown, Kayne Lawton, Rahnee Bransby, and Johnathon Sauer.

Alongside the two-minute video, the campaign will consist of pre-roll ads, six-second bumper ads, and social media ads with creative specifically designed for Instagram feeds and stories. Five Snapchat lenses have also been created for the campaign so users can become ‘influencers’ and promote the devices.

Garry McGregor, Samsung Electronics Australia vice president for IT and mobile said in a statement: “This latest campaign for the Galaxy A Series challenges the nature of sponsored campaigns that Gen Z audiences are all too familiar with.

“Through #SubtlySponsoredPosts and the collaboration between Aunty Donna and participating influencers, we’re reaching an incredibly savvy audience with content that has fun with communicating the features of the product.”

Grant McAloon, executive creative director of Leo Burnett, added: “We wanted to engage with our target through influencers and the social they love, while keeping in mind what they fear the most: boredom. So it made sense to make fun of the expected and humorously embrace what everybody else is trying to hide – #SponsoredPosts.”


Client: Samsung Electronics Australia

Creative Agency: Leo Burnett

Production Company: Prodigious
Influencers: Aunty Donna (Mark Bonanno, Broden Kelly & Zachary Ruane), Lily Brown, Kayne Lawton, Rahnee Bransby and Johnathon Sauer
Influencer Management: Publicis Content
Media Agency: Starcom


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