WagleWagle

Samsung Electronics America · UGC Campaign

Role

Head of UGC: strategic direction, creator sourcing, creative briefs, content approval.

The Challenge

Samsung needed organic content that didn’t feel like an ad. Polished brand content was getting scrolled past. The goal was to get real creators showing how Galaxy products fit into their actual lives, at a quality level that could hold up globally.

What I Did

• /Set the strategic direction for the campaign and owned final content approval
• /Sourced and vetted creators for audience quality, not just follower count
• /Wrote the creative briefs: the hook, the product moment, and what not to do
• /Built UGC challenges around how the product actually works. Example: the "In the Zone" ANC challenge with Spotify, where the product feature itself was the campaign
• /Directed collaborations across fitness, fashion, gaming, and music

Partners & Talent

Spotify · Tribe Gaming · Hypebeast · MSCHF. New York Fashion Week creators, including LaQuan Smith and Colin Loscascio. Creators including Wanna Walton, Demi Bagby, Victoria Jameson, and Drex Lee.

The Result

• /Recognized as the Best in Class model for Samsung Global Organic Marketing
• /Adopted by Korea HQ as a reference for regional teams worldwide
• /40% year-over-year engagement growth across core social channels

What It Proves

UGC works when the brief is right. If a creator goes off-script, that’s usually the brief’s fault, not the creator’s. I write briefs that leave room for the creator’s voice and still land the product.

Want a creator program like this for your brand?