Samsung Galaxy S25 – Amazon Live EU Launch
Campaign Overview
On 10 February 2025, Samsung launched the Galaxy S25 series via Amazon Live’s first EU event in the UK. The campaign combined immersive storytelling, real-time shopping, and influencer engagement, attracting 22.3K visitors (20.2K new-to-store), generating 25.3K page views, and influencing +32% of campaign sales on day one.
Client: Samsung | Year: 2025 | Location: UK
My Role: Creative Director
Full Case Study
Screen recording of the new Amazon Live mobile experience. Content & Commerce within the same screen.
Media example and landing experience when clicked.
Amazon Gateway advert, hero placement.
Mobile framework stills.
Screen recording of the LIVE show.
Shopping journey frames leveraging the Amazon Rio toolkit.
Samsung unboxed
Amazon LIVE ad.
A 30-second advert was created for Amazon to drive customers to brand store.
Case study
Challenge
Samsung wanted a launch that would cut through a competitive smartphone market and establish Amazon Live as a credible real-time commerce platform in Europe. The objectives were clear: raise awareness, engage new customers, and create a launch experience that felt as innovative as the Galaxy S25 itself. Amazon Live was untested in Europe, so the team also had to prove the platform’s scalability and effectiveness for major brands.
Insight
European consumers increasingly expect interactive and immersive shopping experiences. They respond to video-first content that merges storytelling, expert insight, and social interaction, particularly when purchasing high-consideration tech products.
Idea
Leverage Amazon Live to showcase the Galaxy S25 Ultra through influencers (Moyo Ajibade, Gee Nelly, Luke Norbury), blending live demonstrations with shoppable product carousels.
Execution
Influencer-led live demos highlighting the device’s features.
Interactive Amazon Live chat and branded widgets.
Real-time viewer engagement and live product exploration.
Innovations
First Amazon Live campaign in Europe.
Fully integrated shoppable video experience.
Custom branding and interactive widgets.
Impact
22.3K visitors; 20.2K new-to-store.
25.3K page views; average dwell 52s.
+32% of campaign sales influenced.
Scaled EU-wide for subsequent Samsung launches.
Credits
Art Director: Nadeem Sheikh
Art Director: Damiano Povoleri
Solutions Manager: Chandni Soni
Design Technologist: Billy Kwok
Creative Director: Matthew Swan
Video Production: Groovy Gekko