SAMSUNG VR

In 2016, Samsung launched a 360 video platform to build cultural credibility for its Gear VR products in the UK market. Consumer VR was an entirely new category with no established playbook. The challenge was not technical. It was cultural. Which creators had the authority to make an unfamiliar technology feel aspirational and worth paying attention to for the right audiences?

As the UK content manager for Samsung VR, I led the creator partnership strategy, identifying and onboarding creators while developing the content framework for the Gear VR platform. The work required understanding which voices carried genuine cultural weight among the audiences Samsung needed to reach, negotiating partnerships that aligned creative integrity with commercial objectives, and building a content infrastructure for a platform without a proven model.

This was influencer strategy before influencer strategy had a standardized playbook. Community and cultural strategy were applied to one of the largest technology brands in the world at a moment when the category itself was still being defined.

Skills: Brand Strategy, Cultural Strategy, Community Strategy, Brand Narrative.