Samsung TicToc campaign targets fashion minded European youth

The clock has struck midnight on Samsung’s ‘TicToc Girls’ competition, and two British teens have emerged as the new face of the campaign with a pop music video.

Completing its five month long marketing initiative promoting the TicToc MP3 player, Samsung Electronics recently announced the selection of two 15 year old girls who embody today’s fashion and music-conscious teen culture to represent the company’s new motion operated digital music device designed especially for girls and young women.

Emily Doherty and Bethany Yates, both of the UK, were selected by Samsung as winners of the TicToc Girls Audition, a free to enter star search run on Facebook.

Seeking to align high school and college-age girls with the TicToc MP3 player, a motion activated, shuffle-type music player, Samsung embraced Facebook as the hub for the campaign on the basis that this demographic shares virtually everything about one’s life on social media, including music.

“Today’s generation of young girls wants to tell their own stories, rather than be told what to do, and they want to share their stories with their friends,” said YH Lee, senior vice president of mobile marketing, Samsung Electronics. “What we found is that friendship is everything to this demographic. And friends share everything. In order to position the TicToc as the music player of choice for this target, the natural progression was to heavily utilise Facebook, as it provides the ultimate medium for teenage girls to share information with each other.”

Samsung created the TicToc Girls campaign to build the brand and create product awareness through user participation and interaction. In addition to the Facebook page, Samsung created a YouTube channel to host a TicToc dance instruction video, the professional music video and the behind the scenes footage. Meanwhile, the campaign generated a large number of fans and video entries during its short campaign period, accomplishing a high count of monthly active users and a strong fan base.

“The search for the Samsung ‘TicToc Girls’ was an overwhelming success for the TicToc brand, generating tens of millions of online impressions across four European countries,” YH Lee added. “Every teenage girl dreams of becoming a pop star, and Samsung provided a unique, once in a lifetime opportunity to star in a music video produced by music industry professionals.”

Participants in the Samsung TicToc Girls audition were competing for a four day trip to Seoul, Korea, to shoot a professional pop music video; a film and photo collage of the trip; a gift package with the Samsung TicToc MP3 player; and video and photo displays on Samsung Mobile’s channels.

Launched in July, the Samsung TicToc is the first motion activated MP3 player. Available in 2GB and 4GB versions, the device supports MP3, AAC, WMA, Ogg, FLAC and WAV files and has a battery life up to 12 hours.