Samsung HK bets on UGC with ‘Galaxy AI one-day editor’ campaign

Samsung Mobile Hong Kong has tapped into the power of user-generated content with its latest campaign, "Galaxy AI One-day Editor $25K” (Galaxy AI 一日小編：日酬兩萬五”, offering HK$25,000 prize to fuel creative engagement around its new Galaxy S25 Series. 

Done in collaboration with local creative agency NoTwo HK, the campaign strategically aligns with the growing interest in artificial intelligence and its creative applications. By positioning the Galaxy S25 series as a tool that unlocks "infinite AI possibilities," Samsung seeks to tap into a key consumer trend and differentiating its product offering. The campaign's hashtag, #GalaxyAIEditorClass, also aims to encourage social sharing and amplifies its online reach.

The core of the campaign lies in the proposition of turning everyday users into content creators and rewarding their ingenuity. By offering a substantial HK$25,000 for a day's work, Samsung aims to generate buzz and produce a wealth of authentic content that highlights the photo and video capabilities enhanced by the Galaxy S25 Series AI features. This approach not only seeks to drive awareness but also positions users as key advocates for the brand.

During the pre-buzz period from 30 May to 1 June, the campaign invited local celebrities, including Hins Cheung and Ng Siu Hin, along with local Instagram pages @what7iwatch and @jojo_wu, to share various creative AI-generated photos and videos to promote the initiative. For example, Cheung reposted a video made by a netizen featuring him crossing the harbor while sitting on a plate of cucumber on Threads. This post has garnered over 12,000 likes, MARKETING-INTERACTIVE confirmed. 

As part of the campaign, Samsung has released a video featuring Dennis Kwok, also known as 193, a member of the local boyband ERROR, serving as the Galaxy AI trainer (Galaxy AI 特訓員). He has invited consumers who believe they have a talent for photography and videography to create eye-catching content using the upgraded features of the Galaxy S25 series and submit their AI creative work for a chance to become the "Galaxy AI One-day editor."

Recognising the need to equip users with the skills to maximise the Galaxy S25 Series AI capabilities, Samsung will roll out the “Galaxy AI Editor Class”. Held at Samsung experience stores on 7 and 14 June, these sessions will feature Kwok demonstrating key features such as the new "Circle to Search" function. By focusing on practical application and showcasing how to create "Instagram-worthy" content, Samsung aims to directly address the content creation needs of its target audience.

Beyond the flagship experience stores, Samsung has extended its reach by deploying "Galaxy AI trainers" across 30 authorised retailer locations and 11 Samsung experience stores. This widespread presence seeks to ensure maximum visibility and provides hands-on opportunities for consumers to interact with the new devices and learn about the campaign.

This campaign has represented a multi-pronged approach by Samsung Hong Kong to generate excitement around the Galaxy S25 series. By incentivising user-generated content, providing educational workshops, and offering on-site rewards, Samsung aims to not only drive product awareness but also cultivate a community of engaged users who become organic advocates for the brand's AI innovations. The success of this campaign will be measured by the volume and quality of user submissions, as well as the overall buzz generated across social media and retail channels.

Don’t miss: Samsung HK connects everyone with Galaxy AI in heartwarming campaign

Back in March, Samsung Hong Kong partnered with NoTwo HK to launch a heartwarming campaign developed from the local film "The Last Dance" (破地獄), highlighting how its Galaxy AI connected people with their loved ones.

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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