Samsung · MalaysiaDigital & Tech · Social
The Sponsored Truth.
Samsung’s Malaysian Galaxy Z Fold7 campaign put customer reviews into search advertising, as documented in B&T’s Cannes analysis.
- Brand
- Samsung
- Agency
- Leo Kuala Lumpur
- Market
- Malaysia
- Region
- Global
The challenge
B&T’s account frames the campaign around distrust of paid advertising and the value audiences place on customer opinions.
The idea
According to B&T’s report, Samsung used both positive and critical customer reviews as Google search-ad headlines. The execution brought those reactions into a paid format usually controlled entirely by the brand.
Case study source: B&T Source ↗
Awards
- Spikes Asia 2026MediaGrand Prix
Credits
- Brand
- Samsung
- Client
- Samsung Electronics Malaysia
- Media
- Starcom
