Case Study

Samsung Explore

An editorial content hub that brought younger audiences to Samsung.com through search-driven lifestyle and cultural content.

Role

Editor‑in‑Chief

Client

Samsung · via Razorfish

Joined

2020

Output

Editorial and creative direction

Read

samsung.com/explore →

Samsung launched Explore in 2018 as an editorial content hub designed to bring younger audiences to Samsung.com through search-driven lifestyle and cultural content rather than traditional product marketing. By the time I joined the business in 2020, the platform had already become an important part of Samsung's broader audience and SEO strategy.

A pandemic-era shift in audience behavior

During the early months of Covid, audience behavior shifted dramatically. People were spending more time online, searching for instructional content, and turning to creators for practical guidance, entertainment, and independent learning. At the same time, social platforms were accelerating demand for short-form, personality-driven video content.

Master It: creator-led instructional video

To meet that shift, I helped develop Master It, an influencer-led video series for Explore built around accessible tutorials, creative skills, and everyday expertise. The series paired creators with Samsung technology in a way that felt useful rather than overtly promotional, giving audiences content they were actively seeking while expanding Explore's editorial range beyond written storytelling.

Watch a Master It episode on YouTube →

The strategy reflected a broader shift in how brands approached content during the pandemic. Audiences weren't looking for polished campaign messaging. They were looking for relevance, utility, and human perspective. Creator-led instructional content offered Samsung a way to participate in that moment authentically while continuing to strengthen engagement with younger audiences.

Explore continued expanding across global markets during this period, supporting Samsung's broader effort to build sustained audience engagement beyond product launches and improve visibility in nonbranded search.