Samsung Case Study

Tech for Good Hero


Highlighting the power of technology to build a better world




Brand awareness | Market Growth


Samsung aimed to inspire audiences to think about how technology helps people overcome challenges in their everyday lives.


CNNIC embarked on one of our boldest and most inspiring cross-platform initiatives to date.  The campaign comprised of editorial sponsorship and ad feature site highlighting the new technologies that enable incredible people to follow their dreams.

Across TV, digital and social, the initiative showcased a series of human-centric stories about people who dream big and defy the odds to achieve greatness.


81% agreed that

after seeing the branded content that Samsung is a socially responsible company

86% agreed that

the branded content told them things about Samsung that they didn’t know before

84% agreed that

the branded content showed the value of Samsung as well as being attention-grabbing

Services this project covered

Editorial Sponsorship

The initiative included a sponsored digital hub that hosted a series of human-centric stories and social videos about people who dream big and defy the odds to achieve greatness.



Tech for Good episodes hosted by Kristie Lu Stout aired from August to December, highlighting the power of technology to build a better world. 



The ‘Dreams Realized’ ad feature site hosted branded content films produced by Create highlighting Samsung's commitment to creating purposeful and transformative innovations.



WarnerMedia's social intelligence platform, Launchpad, utilised targeting data from CNN data and insights to reach the most engaged audience and distributed content on Facebook and Twitter to drive traffic towards the digital hub.

Tech for Good - Social

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