Generation Z / Teens

Ambassadors Program
Background Objectives
 We identified that there is lack of knowledge around Build brand love across high school teens through Samsung
Generation Z, specifically those aged 8-18 Ambassadors Program
 Given that the average age children get their first  Understand the world of children & teens (8-18)
mobile phone across Europe is 10 - they start to interact
with technology (and therefore content) at a much
 Involve effective and influential ambassadors for the
earlier age program
 Create tools to motivate ambassadors and increase program
 We wanted to understand the world of children and participation
teens, how they interact with technology, brands and  Deepen the relationship with School Officials
Samsung but also how they purchase technology  Increase Samsung users in schools
 Building on the Millennials work, we want to create a
one-stop shop for everything the business needs to
know about Gen Z - including specific
recommendations for what we need to do to reach this
group and communicate with them effectively.

2
Project Phases
0. Defining the program – concept, identity (including the title)

1. Communication channels of the “Samsung Ambassador Program”

Communicate the program on Samsung Social Media channels – Facebook & Instagram (calendar posts – at least 5 posts
(exactly the message and image suggestion/ description)/ per channel)
3
Project Phases
2. Registration into the program

- Contests on Instagram, YouTube, Snapchat & musical.ly - at least 2 channels

We want to make sure they have a community engaged (ex: no of followers on Instagram)
In order to find the most popular/ friendly/ initiator performers we have to give them challenges (using their phones in a
natural way) – propose a mechanism to select the most influential/ relevant ambassadors
3. Influencers – propose the most relevant names in Romania to promote the program (! Pay attention to the target)
- Top 3 music influencers
- Top 3 vloggers - give them challenges on YouTube
- Top 3 favorite applications to communicate on
- Influencers will promote the program to their community -> propose a mechanism (for example they could win tickets
at their concerts, meet & greet with their favorite vlogger)

4. Partnership with other brands

- 3 brands to associate with (e.g.: make accessories for phones with them: phone cases; Vans, Fanta etc.) and examples
of co- activations
4
Project Phases
5. Define the rewards
- The chance to be part of our Ambassador Program
- The opportunity to be one of our top 3 micro- influencers and get support for their future projects
- Participation at our events (launch events, trainings, workshops, music festivals – Neversea, Untold etc.)
- The most popular ambassador will be rewarded by getting a free entrance concert in their school with one of the music
influencers (suggested above)

* Beside proposals for the above request, feel free to adjust the program in order to have a successful campaign. We will also need a timeline for the
proposals (we recommend you to have one year long term campaign)

5
 Communication channels – think about were to
communicate the program (online, schools, special events)
Gen Z Millennials Gen X Boomers
1999-now 1982-1998 1965-1981 1945-1964

Defining technology Smartphone Smartphone Computer TV

Social media Social media

Media habits Social media native Social media fluent
adopters latecomers

YouTube, the new TV Education TBC - afraid of debt 45% university 30% university 10-15% university
Beside regular channels (online Sensible,
Anxious, but Pessimistic,
platforms such as Instagram, YouTube Life outlook pragmatic, ironic,
optimistic apathetic
Idealistic, rebellious
risk averse
& Facebook) we would like to
Entrepreneur &
Career Stability Upwardly mobile Job for life
communicate with them offline also: freelance
- School’s notice boards Family attitude Parents are friends Friends & family Friends first Family first
- School’s magazines Collaborative &
Interpersonal mode Collectives & hustle Individualist Hierarchical
- Communities where they are group oriented

involved or where they Aspirational

Curators, & share- Upcyclers & doer-
Consumption mode brands, accessible Consumers
communicate with each other luxury
not-own uppers

- Other channels (mandatory Brand attitudes Self-branding Brand curators Anti-brand Brand loyal
magazines in schools – we can
insert flyers about our project/
campaigns etc. )
 Budget

The ideal budget is 80k Eur. You should take into

consideration the following costs:

 Influencers
 Events
 Online media
 Giveaways

*Please split this cost lines (at least in percentages)

Thank you!