THE STRATEGY
Samsung leveraged Roblox as a channel to highlight the Galaxy Z Flip7 in an innovative way across the Netherlands and Belgium. Instead of opting for traditional advertising, Samsung chose a branded in-game experience, where the device itself played an active role in the gameplay.

By integrating the Flip7 as an interactive in-game object, the phone was not only seen but also used and experienced. This made the campaign distinctive: players could explore the Flip7, test its features, and apply them directly within their gaming experience. This created a strong and authentic brand association.

Targeting focused on Roblox’s young and engaged community, with emphasis on engagement and playtime. With an average playtime of 4.5 minutes—nearly double the market benchmark of 2.3 minutes—the campaign managed to sustain both attention and brand experience at an optimal level.

In addition, a Brand Lift Study was conducted to measure impact on awareness, consideration, and favorability. The results showed significant increases on key KPIs in both the Netherlands and Belgium.